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Author: Yvon Chouinard
Quotes of Author: Yvon Chouinard
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  1. Yvon Chouinard _ Let My People Go Surfing: The

    Patagonia's image arises directly from the values, outdoor pursuits, and passions of its founders and employees. While it has practical and nameable aspects, it can't be made into a formula. In fact, because so much of the image relies on authenticity, a formula would destroy it. Ironically, part of Patagonia's authenticity lies in not being concerned about having an image in the first place. Without a formula, the only way to sustain an image is to live up to it. Our image is a direct reflection of of who we are and what we believe.
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  2. Yvon Chouinard _ Let My People Go Surfing: The

    If we could all come to see our consumer products as tools that help us to live our real lives-rather than as substitutes and surrogates for that life-we would need many fewer products to be happy.
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  3. Yvon Chouinard _ Let My People Go Surfing: The

    Yet despite the plethora of articles, books, films, and warning from scientists and even the military saying that global warming is the single biggest threat to the security of mankind-governments, businesses, and you and I continue to refuse to take meaningful steps to reverse the problem.
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  4. Yvon Chouinard _ Let My People Go Surfing: The

    Anyone who thinks you can have infinite growth on a finite planet is either a madman or an economist. -Kenneth Boulding
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  5. Yvon Chouinard _ Let My People Go Surfing: The

    When there is no crisis, the wise leader or CEO will invent one. Not by crying wolf but by challenging the employees with change.
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  6. Yvon Chouinard _ Simple Fly Fishing: Techniques

    Brook trout are easy to fool, and are found in places on most rivers and streams that are easily reached: big pools, soft riffles, along undercuts, and under overhanging trees. Mostly though, they are found in soft, deep water, tend to feed lower down on the water column, and are less likely to take surface flies.
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  7. Yvon Chouinard _ Simple Fly Fishing: Techniques

    Cutthroat trout display behavior more like brook trout than their rainbow trout cousins. They are most often found in quiet current tongues along undercut banks, under rock ledges and deadfalls, and in slow, deep pools. The cutthroat is often easily fooled, and its curiosity about big, bushy flies with bright colors and tinsel is legendary. They like to chase their prey and are suckers for large, rubber-legged dry flies slapped on the water and twitched.
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  8. Yvon Chouinard _ Simple Fly Fishing: Techniques

    In high water, fish migrate to the banks to stay out of the fast currents and to take advantage of the worms, beetles, ants, and other terrestrials being swept into the river by the floodwaters. If the water is very dirty, they position themselves right next to the bank, a rock, or the bottom in order to keep their equilibrium. In warm water, they move to the deeper cooler waters or place themselves near a cool spring or tributary. Alternately, they could be under the fastest turbulent cascades where there is more dissolved oxygen.
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  9. Yvon Chouinard _ Let My People Go Surfing: The

    Patagonia's image is a human voice. It expresses the joy of people who love the world, who are passionate about their beliefs, and who want to influence the future. It is not processed; it won't compromise its humanity. This means that it will offend, and it will inspire."
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  10. Yvon Chouinard _ Simple Fly Fishing: Techniques

    For faster or deeper water, use a big fly tied on a size 8 to 12 hook, and weight it heavily with tungsten bead heads and/ or nontoxic wire. For slower or shallower water, use a small fly tied on a size 12 to 16 hook and weighted only with a bead head or only with wire.
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  11. Yvon Chouinard _ Simple Fly Fishing: Techniques

    For a dark stream bottom, use a dark fly; for a light stream bottom, use a light fly.
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  12. Yvon Chouinard _ Simple Fly Fishing: Techniques

    Rainbow trout live in the fastest currents, cutthroat trout in quiet eddies behind snags, brook trout in the pools at the inner bends of streams.
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