As my good friend Alex pointed out to me today, "How could these guys NOT start a cool company?"

The dude with the Superman "S" on his chest is Yvon Chouinard of Patagonia.  You know the rest of the story.

How much of your organization’s brand is in you?  And vice versa?  Patagonia still vibrates in sync with every fiber of Chouinard’s body.  That’s brand fractalness — I think if you’re doing things right, you are your offerings, and your offerings are you and everyone else who produces them and adopts them into their own lives.