If there’s one book I recommend to anyone building a purpose-driven business, it’s Let My People Go Surfing by Yvon Chouinard, founder of Patagonia. Part memoir, part business manifesto, the book is a masterclass in doing things differently—placing values, people, and the planet above profit.
At Middle Studio, this ethos runs deep.
Chouinard’s approach to business is grounded in authenticity, responsibility, and a profound respect for both the natural world and the individuals that make up a company. He challenges the traditional notions of what a “successful” business looks like, and in doing so, he created something that is both impactful and wildly influential.
Here’s how this book helped shape the heart of Middle Studio:
1. Purpose Over Profit
Like Chouinard, we believe that business should exist for more than just making money. Middle Studio was founded on the idea that design can be a force for good—that creativity can support meaningful missions, empower individuals, and inspire change. We prioritise working with brands that care about what they do and how they show up in the world.
2. Work-Life Integration
The title itself—Let My People Go Surfing—is about trusting people to live their lives fully and still show up with passion and purpose. That trust, flexibility, and respect is something we’ve built into Middle Studio’s DNA. Whether it’s working from a beach café or across time zones, we believe great work doesn’t require a 9-to-5 or a fixed location.
3. Responsibility as a Creative Practice
Chouinard’s commitment to environmental sustainability made us reflect on our own impact. At Middle Studio, we work intentionally—choosing projects that align with our values, reducing unnecessary waste (yes, even in digital production), and collaborating with clients who believe in ethical, inclusive practices.
4. Building a Culture, Not Just a Company
Middle Studio isn’t just a studio—it’s a creative home for untethered workers. Inspired by Patagonia’s culture, we want our team and collaborators to feel seen, heard, and empowered. We’re building something that’s as much about how we work as it is about what we create.
Closing Thoughts
Let My People Go Surfing is more than a book—it’s a permission slip. To build differently. To lead with values. To design a life and business that feel aligned. It helped give shape to the principles Middle Studio now lives by, and if you're someone thinking about how to blend work, purpose, and freedom—it might just do the same for you.
