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Best Vision Statement

Forget "maximize shareholder value." Instead, try "We prefer the human scale to the corporate, vagabonding to tourism, and the…

from Reader's Digest Magazine May 2006

Forget “maximize shareholder value.” Instead, try “We prefer the human scale to the corporate, vagabonding to tourism, and the quirky and lively to the toned-down and flattened out.” It’s courtesy of the clothing maker Patagonia, Inc., of Ventura, California, run by legendary outdoorsman Yvon Chouinard.

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