Doug Bruns

Posts Tagged ‘Yvon Chouinard’

Yvon Chouinard

In Adventure, Life, Philosophy, The Examined Life, Wisdom on July 7, 2012 at 6:00 am

If you’re a regular reader of “…the house…” you know of my obsession with the examined life. How to live is the question, and the study of “lives” is one fashion by which I attempt to find answers. That is, how have others answered the question and what does the examined life look like?

Typically this pursuit turns to history, literature, philosophy, and biography. But there are contemporaneous lives I study as well, vibrant lives not yet covered with the dust of history. First among them is Yvon Chouinard.

Chouinard is best known as the founder and CEO of the Patagonia company. He is widely recognized for his unique corporate style and philosophy, and his visionary environmental leadership. As a younger man, he was a world-class rock climber and adventurer. For a quick primer on the man and his philosophy, I recommend the current documentary, 180 Degrees South. (Available as streaming video on Netflix.) When pressed, I cannot think of a life that better wrestles with the question of how to live than Yvon Chouinard.

I leave you a Saturday quote from Chouinard.

“I had always tried to live my life fairly simply and by 1991, knowing what I knew about the state of the environment, I had begun to eat lower on the food chain and reduce my consumption of material goods. Doing risk sports had taught me another important lesson: never exceed your limits. You push the envelope and you live for those moments when you’re right on the edge, but you don’t go over. You have to be true to yourself; you have to know your strengths and limitations and live within your means. The same is true for a business. The sooner a company tries to be what it is not, the sooner it tries to ‘have it all,’ the sooner it will die.”

Thanks for reading and have a good weekend.

A Pandemonium of Myths…

In Mythology, Philosophy, The infinity of ideas, Thinkers, Wisdom on August 19, 2010 at 1:45 pm

Nietzsche held that a problem of modernity is that the modern man (and woman) is a “mythless man.” As a result, we take the mundane and lift it to the glorious, making it “shine.” As Julian Young says, “the problem, in fact, is that too many things shine in modernity, and that their shine rubs off too soon.” He continues to cite cultural examples of what so cheaply shines. (You can fill in the blanks; it’s not hard.) As a result there is a “pandemonium of myths…thrown into a disorderly heap,” [Nietzsche]. We live, as Zarathustra puts it, in a “motley” town.

This resonates with me. It feels true and is at the center of a personal quest for authenticity. One effort, along these lines, is the rejection of the shiny.  Or at least a severe analysis thereof. Regardless of what shines, glamor, consumerism, materialism, personality, this, that and the other thing, so often–always?–the shine wears off. We live in a neo-Guilded Age. There is no sustainable myth. (David Foster Wallace wrestled with this theme in Infinite Jest, the idea that our energies are spent on the mundane, seeking addiction in something, so as to fill some nascent unrealized need.) A mindful challenge of the assumptions of modernity correlates with a minimalist approach to living–which brings me to the most emailed New York Time’s article of last week, But Will It Make You Happy? The piece takes a look at the growing American phenomenon at personal down-sizing. (Can you live with just 100 things?) I will not attempt to encapsulate the article. Read it. (I expressed similar thoughts on happiness and the gross domestic product in previous blog entries.) There is also a wonderful blog linked in the article which warrants consideration, a collection of musings  advocating “social change through simple living,” by Tammy Strobel, called RowdyKittens.

As the slow cooking movement began as an Italian reaction to a new Rome-based McDonalds, so might a minimalist, non-consumptive living movement gain purchase against the drive to the abyss which our species seems hell-bent on completing. To paraphrase a personal hero, Yvon Chouinard, founder of Patagonia, We have marched to the brink of existence, now we have to turn 180 degrees and take a step forward. Backward is no longer backward. It is forward. Can we escape this motley town?