Be steadfast about your purpose, but flexible about your methods. In 2011, Patagonia faced the same pressure every retailer faces on Black Friday: maximize sales on the year’s biggest shopping day. Instead, they ran a full-page ad in the New York Times with a stark message: “Don’t Buy This Jacket.” The ad detailed the environmental cost of making their bestselling R2 fleece, such as 135 liters of water in the manufacturing process and 20 pounds of carbon dioxide for transporting it to the company’s warehouse.