In this episode Nick speaks with Alex Hoye the co-founder of the disruptive ski brand The Faction Collective. After a conventional path of Stanford, Harvard Business School, Disney, McKinsey and even an AIM listing Alex co-founded The Faction Collective. These are the skis your kids want to ski. The conversation takes in the ethos and strategy of Faction with strong shadows of Alex's inspiration Yves Chouinard.

Alex's book choices - Let My People Go Surfing : The Education of a Reluctant Businessman: Including 10 More Years of Business Unusual by Yvon Chouinard

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