What does it take to build a brand that not only survives but thrives by prioritizing the planet over profit? In this episode of Building One, host Tomer Cohen sits down with Jenna Johnson, the President of Patagonia, to explore how the iconic brand is reshaping the future of business through innovation and sustainability. Together, they unpack how Patagonia anticipates customer needs, drives environmental change, and builds products with purpose—not just for today, but for the planet’s future.

Jenna has served as the President of Patagonia for over four years, after spending a decade with the company in other roles. She has held several leadership positions with Patagonia, including Vice President of Technical Outdoor and Senior Global Director for Technical Outdoor. A passionate rock climber and outdoor enthusiast herself, Jenna brings a unique perspective to her role, using her personal experiences as an athlete to inform Patagonia’s product design and testing.

In this episode, you’ll hear about:

• How Patagonia anticipates customer needs and innovates beyond current market expectations
• The company’s mission-first approach and how they balance sustainability with product releases
• The challenges and rewards of leading in a circular economy and establishing a secondary-market for products
• Why changing the internal culture is critical for successful sustainability shifts
• The high stakes of moving toward a fully sustainable supply chain and the importance of long-term partnerships with producers

If you’re building a business or leading a brand that seeks to prioritize sustainability, this conversation will offer actionable lessons on how to drive innovation while remaining committed to a greater purpose.

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