"But America was built by optimists. Optimists like my friend Amanda, who recently started a small business. When she went to buy her website address-her first and last name-she found that someone already owned it, but wasn't using it. So my friend emailed the owner of the site to ask if she could buy it. The owner wrote back."

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While our managers debated what steps to take to address the sales and cash-flow crisis, I began to lead week-long employee seminars in what we called Philosophies. We'd take a busload at a time to places like Yosemite or the Marin Headlands above San Francisco, camp out, and gather under the trees to talk. The goal was to teach every employee in the company our business and environmental ethics and values.

— Yvon Chouinard