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“Every time I’m stumped with a business problem, it doesn’t matter what it is, the answer is always ‘increase the quality.’ Always. And that’s not very common in business.

“You get, ‘hey, our margins are down,’ or “our profits are down this year,’ or ‘sales are low so decrease the quality, make it cheaper.’

“That’s absolutely the wrong direction to go. If you increase the quality, you never go wrong. Whether it’s the quality of benefits for employees or the product itself.

“The accountants will argue that it’s just a drain on the bottom line, but quality is No. 1, let me tell you.”

Patagonia founder Yvon Chouinard, speaking to Surfline about the secret to his brand’s success.