How to know when (and when not) to make a change

"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."

"Another such example is fast-food favorite In-N-Out Burger, which has spent 75 years refusing to franchise, expand quickly, or add more items to its menu. Unlike McDonald's, which tried to reinvent itself as a purveyor of healthy foods a decade ago, In-N-Out has stuck to making burgers, fries, and milkshakes. The result? Cult-level customer devotion and some of the highest per-store revenues in the fast-food industry."

In 2011 Patagonia ran a full-page New York Times ad headlined 'Don't Buy This Jacket,' listing environmental costs like 135 liters of water and 20 pounds of CO2 per R2 fleece. The company urged customers to repair gear, buy second-hand, and reduce consumption. Yvon Chouinard founded Patagonia in 1973 with environmental protection prioritized over profit. That commitment produced a fiercely loyal customer base and more than $1 billion in annual revenue. In-N-Out Burger maintained a simple menu and resisted franchising for 75 years, producing cult-like devotion and high per-store revenues.

Read at Fast Company