Patagonia’s strategy, on a page

See how an iconic brand might approach the six questions that matter

What does great strategy look like, in practice?

We often hear from leaders who are overwhelmed with complexity – swimming in PowerPoints, spreadsheets and “strategic pillars” – unsure how to pull it all together into a clear, actionable plan.

That’s why we created the Team Alignment Canvas – a one-page tool designed to help leadership teams answer the six essential questions for organisational clarity and alignment.

In this case study, we’ve applied the canvas to Patagonia – the iconic outdoor apparel brand renowned for its environmental activism and values-led approach. This is not an official case study. Patagonia is not a client of ours, and we haven’t consulted with them. But by drawing on publicly available materials, we’ve created a realistic example of how a company like Patagonia might complete the Team Alignment Canvas.

You’ll see how the six questions come to life – and how powerful it can be to distil strategy onto a single page.

Download the Patagonia Team Alignment Canvas.

Why Patagonia?

Patagonia is often held up as a gold standard for purpose-driven business. With its activist stance, employee-first culture and commitment to long-term impact, it’s a brand that has managed to stay commercially strong and mission-aligned.

That makes it a compelling example for strategy practitioners – whether you’re leading a nonprofit, a growth-stage company or a large enterprise trying to reconnect with purpose.

About this example

This canvas was created by the Impact Society team based on public information. Wherever possible, we’ve transposed Patagonia’s published strategic content (such as their mission and values) directly into the canvas. In other areas, we’ve used our judgment to create likely responses to the six questions – particularly their BHAGs, which are not published by Patagonia and were developed as a composite based on our analysis.

This is a learning example – designed to demonstrate the power of the Team Alignment Canvas, and help leaders see what clear, purpose-driven strategy can look like.