In that same issue of Forbes, writer Monte Burke profiles Patagonia Founder Yvon Chouinard in a story titled, "The World According to Yvon." Much of the story line is familiar stuff to outdoor industry participants but must make an interesting read for Forbes' traditional captain of industry types. One notable quote: "As other outdoor clothing companies, such as Columbia Sportswear, have gone public, Chouinard has resisted the temptation. 'I've been trying to keep the company at its natural size, at around 10 percent growth a year, to supply the natural demand,' he says, 'as a climber, I'm pretty aware of what I am capable of. The same goes for the company.'"