"From the days of [[Chouinard Equipment]], our copy standards have been high. Since we’ve always been different, **it’s been even more important that we tell our own story clearly**. We have always used text to argue ideas as well as sell products. **We have two basic kinds of copy: personal stories that illustrate one of our values or promote a cause, and descriptive copy that sells products**." ([Location 2298](https://readwise.io/to_kindle?action=open&asin=B01A6EQFZ8&location=2298)) --- **Tags** -- [[quotes]], [[copywriting]], [[writing]], [[sales]], [[advertising]], [[marketing]], [[organisational-values]], **Source** -- [[20250423082057 - B - Let My People Go Surfing]]