In this installment of Frank Discussions, Dean Hodge and Jenna Johnson drill down into working in a purpose-driven organization, and how that purpose informs business decision-making at every level. Patagonia’s main purpose is to be part of the climate crisis solution, and they work to make sure that purpose is at the core of their business. Their purpose statement, “We’re in business to save our home planet” seems to express the relationship of business and purpose quite simply. From innovations in material development to connecting with community on social media, the “business activists” at Patagonia are constantly making decisions about how to use their work to help save the planet.