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Get 50 games for £50 / $50 and benefit GamesAid

Good news if you’ve got some cash burning a hole in your pocket, prefer to play your games on PC, and happen to like giving to charity – this week, Green Man Gaming is offering up a giant bundle of games with the proceeds going to GamesAid. The charity, in case you don’t already know, is a UK-based charity aiming to help disabled and disadvantaged children and young people.

If you’ve got £50 / $50 / €50 to spare, you’ll get 50 games on PC and we’re not even talking an entire list of obscure indie titles. You’ll find games from Bethesda, Konami, Codemasters, Curve, WB Games, Rebellion, Team 17 and more, all up for grabs.

Some choice highlights from the list include both Metal Gear Solid 5: The Phantom Pain and Ground Zeroes, the Dungeon-Keeper-meets-Bond classic that is Evil Genius, indie murder cleanup sim Serial Cleaner, The Little Acre – a point-and-click adventure from the creator of Broken Sword, maudlin but poignant survival game This War of Mine, the original Rage, one of David Cage’s more questionable creations Fahrenheit and more.

Read more…

Read more: eurogamer.net

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10 Reasons to Support Mercury-Free Dentistry

By Dr. Mercola

It’s Mercury Awareness Week — a time when I focus on how and why we, together, can end the use of dental amalgam, which has no role in 21st century dentistry. By now you likely know that amalgam dental fillings are 50 percent mercury — a toxic heavy metal that has no place in the human body. 

But do you know about all the many other problems caused by this outdated dental product? Next time a pro-mercury dentist tries to illogically claim that the mercury in their amalgam is perfectly safe, as the Boy Scouts motto goes, “Be Prepared.”

Today I give you 10 more reasons to support mercury-free dentistry. The bottom line is no one should receive mercury fillings, despite what the pro-mercury dentists, insurance companies and the government bureaucrats say!

The campaign for mercury-free dentistry is led by an effective nonprofit group which spends its funds carefully and efficiently: Consumers for Dental Choice. I have worked closely for several years with its leader, Charlie Brown, and I continue to see the results we need. 

So, I now step up to match all donations received until August 20, 2018. This year, I’ve raised the match ceiling by 25 percent, from $100,000 to $125,000. With my match, here is a way for you to double your charity money!

>>>>> Click Here <<<<<

Checks can be mailed to: 

Consumers for Dental Choice
316 F St., N.E., Suite 210
Washington DC 20002

Reason No. 1: Amalgam’s Mercury Puts Children at Risk

Amalgam emits mercury vapor even after it is implanted into the body. This mercury is bioaccumulative and crosses the placenta to accumulate in fetuses, as well. Dental amalgam’s mercury is a known health risk, especially for children, fetuses, nursing infants and people with impaired kidney function. 

Even the U.S. Food and Drug Administration (FDA) concedes that the developing neurological systems of children and fetuses are more susceptible to “the neurotoxic effects of mercury vapor,” and that there is no evidence that amalgam is safe for these populations.

Now Consumers for Dental Choice is working to make FDA take action to end amalgam use in children — a step the European Union (EU) has already taken. Via citizen petitions, coalition-building, workshops, international pressure and grassroots organizing, they will succeed! You can join in by signing Consumers for Dental Choice’s online petition.

>>>>> Click Here <<<<<

Reason No. 2: Amalgam Damages Your Teeth

Placing amalgam requires the removal of a significant amount of healthy tooth matter. This removal weakens overall tooth structure, which increases the need for future dental work. On top of that, amalgam fillings — which expand and contract over time — crack teeth, once again creating the need for more dental work.

Consumers for Dental Choice is bringing to light this lesser known health consequence of amalgam, making sure that policymakers and patients know about it too.

Reason No. 3: Amalgam Pollutes the Environment

Amalgam pollutes 1) water via dental clinic releases and human waste; 2) air via cremation, dental clinic emissions, sludge incineration and respiration; and 3) land via landfills, burials and fertilizer. Once in the environment, dental mercury converts to its even more toxic form: methylmercury and becomes a major source of mercury in the fish people eat.

Dental mercury in the environment can cause brain damage and neurological problems, especially for children and the unborn babies, according to the United States Environmental Protection Agency.

Consumers for Dental Choice was instrumental in getting amalgam recognized as a significant environmental problem at the negotiations for the Minamata Convention on Mercury, an environmental treaty that requires countries to reduce their amalgam use. 

In the meantime, Consumers teamed with environmental allies to successfully convince the U.S. Environmental Protection Agency (EPA) to require separators in dental offices to catch amalgam’s mercury before it enters the wastewater.

Reason No. 4: Amalgam Endangers Dental Professionals

Due to mercury exposure from amalgam in the workplace, studies have shown dental workers have elevated systemic mercury levels. Few of these dental workers — mostly women of child-bearing age — are given protective garb or air masks to minimize their exposure to mercury; many are not aware of the risks of occupational mercury exposure. 

As a result, dental workers have reported neurological problems, reproductive failures and birth defects caused by amalgam in the workplace. Consumers for Dental Choice has been raising awareness of the occupational hazards of mercury in the dental office by working with dental schools and professors, as well as supporting projects to measure the level of mercury in the air in dental clinics to demonstrate just how much mercury dental personnel are exposed to.

Reason No. 5: Amalgam Perpetuates Social Injustice

While middle class consumers opt for mercury-free filling materials, people in developing nations, low-income families, minorities, military personnel, prisoners, and people with disabilities are still subjected to amalgam. Dentists place almost 25 percent more mercury fillings in American Indian patients than in white patients.

In his testimony before Congress, former Virginia state NAACP president Emmitt Carlton described this injustice as “Choice for the rich, mercury for the poor.” Consumers for Dental Choice’s Medicaid campaign aims to right some of these social injustices by ensuring that even low-income patients have access to mercury-free fillings. 

For example, they are challenging Connecticut’s Medicaid program that decreed “Medicaid will not pay for composite restorations in the [adult] molar teeth regardless of whether the [dental] practice markets itself as ‘amalgam free'” and tells dentists, “If your office cannot provide amalgam services, please have your patients call the Connecticut Dental Health Partnership (CTDHP) … to locate a new dental home.”

Here is your opportunity, with my matching funds, to double the impact of your dollars, and accelerate the end of mercury fillings:

>>>>> Click Here <<<<<

Reason No. 6: Amalgam Is Frequently Used Unethically  

Most dentists do not inform consumers that amalgam contains mercury. As a result, over 76 percent of consumers do not know that amalgam is mainly mercury, according to Zogby polls. Once informed of this fact, 77 percent of people said they did not want mercury fillings — and were even willing to pay more to avoid this unnecessary source of mercury exposure.

Consumers for Dental Choice has not only documented this problem with Zogby polls, but they have worked to secure and enforce the distribution of amalgam fact sheets in Connecticut, Maine, New Hampshire, California and the city of Philadelphia.

Reason No. 7: Amalgam Is More Expensive

Taxpayers foot the bill for the environmental cleanup of amalgam and the medical care associated with mercury-related health problems. Meanwhile, the dentists who dump their mercury into our environment and our bodies are not held financially liable.

Consumers for Dental Choice documented the high environmental cost of amalgam in the economic report, “The Real Costs of Dental Mercury.”1 After environmental costs are added up, each amalgam filling can cost up to $87 more than a comparable composite filling, and that does not even include the added health costs associated with mercury exposure and tooth damage.

Reason No. 8: Amalgam Gets Diverted to Illegal Gold Mining and Other Unlawful Uses

Amalgam is commonly shipped to developing countries labeled for dental use, but is then diverted to illegal use in artisanal and small-scale gold mining. Not only are the miners exposed to the risks of mercury poisoning, but the dental mercury they use to extract gold is released into the environment.

Consumers for Dental Choice works to raise awareness of these issues, especially in developing countries where illegal gold mining is more common. By teaming with environmental organizations on the ground in these countries, we are able to efficiently spread the word about this unintended — and still dangerous — use of amalgam.

Reason No. 9: Amalgam Holds Back Progress   

The continued use of amalgam keeps the price of mercury-free filling materials high by decreasing demand for these alternatives. As use of mercury-free materials increases, their price is expected to decrease even further.

Additionally, insurance companies that rely on amalgam as the standard filling hold back progress in dentistry by artificially driving demand away from mercury-free fillings. Consumers for Dental Choice is challenging insurance companies with its Demand Your Choice campaign, which urges consumers to speak out against insurance companies that take their money and then only cover mercury fillings.

Reason No. 10: Amalgam Has Been Surpassed by Alternatives

Mercury-free dental fillings have been developed and studied for over 50 years. As a result, a wide variety of alternatives to amalgam fillings are available today; the most popular mercury-free filling is composite.

As Consumers for Dental Choice explains to government officials, dentists and consumers worldwide, mercury-free dental fillings offer many advantages because in addition to not containing mercury, they are:

Environment-friendly: Composites and glass ionomers are mercury-free and there is no evidence of environmental toxicity.

Preserve teeth: The placement of mercury-free fillings allows for less tooth destruction, which preserves more natural tooth structure. Composites fillings can also strengthen and enhance biomechanical properties of the restored tooth. As a result, the tooth itself can survive longer.

Easier to repair: Composite fillings are easier to repair than amalgam, which can save you both tooth structure and money.

Durable: Recent studies show that properly placed composite fillings can last just as long as, or even longer than, amalgam fillings.

Prevent caries: Glass ionomers, used in atraumatic restorative treatment (ART), have proven valuable in certain clinical situations where they can be more accessible and less expensive than amalgam (for example, in communities without electricity).

User-friendly: All properly trained dentists can place mercury-free fillings in any tooth requiring a filling. If a dentist tells you he or she has to use amalgam because it is too hard to use a mercury-free filling in your tooth, find a more competent dentist!

How You Can Make a Difference

With so many reasons to end the use of amalgam, I urge you to contribute to Consumers for Dental Choice, the advocacy wing of the mercury-free dentistry movement. Donations are tax deductible and can be made online at ToxicTeeth.org. Please join me with every dollar you can. I promise you that I will double it! Thank you for supporting mercury-free dentistry.

>>>>> Click Here <<<<<

Checks can be mailed to: 

Consumers for Dental Choice
316 F St., N.E., Suite 210
Washington DC 20002

Protect Your Children and Yourself Now

Find a mercury-free dentist who recognizes the many problems with mercury fillings and provides non-mercury fillings today! The following organizations can help you find a mercury-free dentist in the U.S. and (in some cases) internationally:

Consumers for Dental Choice

Dental Amalgam Mercury Solutions (DAMS). Email [email protected] or call (651) 644-4572 for information packet

Holistic Dental Association

Huggins Applied Healing

International Academy of Biological Dentistry & Medicine (IABDM)

International Association of Mercury Safe Dentists (IAMSD)

Talk International

Read more: articles.mercola.com

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Let’s Get Physical! 20 Easy Exercise Ideas for Parents and Kids

“Don’t look at it as exercise — instead, play games and have a ton of fun! The main thing is just to get outside every day and do something you think is fun. You can play sports like soccer, basketball, or badminton. You can play games like freeze tag or ride a bike or do running races with your friends or family. You can go on hikes with your family or go swimming or paddling. Do lots of different things, and again, focus on having fun, and doing it often.” – Leo Babauta

You’re
a parent, so you don’t have time to exercise, right? I can relate. But moving our bodies is a basic part of self-care.  We can’t nurture our kids
with emotional generosity unless we nurture ourselves at the same time. And we aren’t fully nurturing ourselves unless we figure out a way to get physical. 

We all feel a lot more energetic when we move and stretch. It actually changes the chemistry of our bodies so we’re happier, more relaxed, and our bodies
are healthier.  We not only look better, we feel better — and so we “act” better as parents. Exercise is the one of the most effective “treatments”
for tendencies to anxiety and depression, after deep breathing and getting enough sleep. What more incentive do you need?

If you can motivate yourself to go out running, or to the gym, and you can leave your kids with your partner or trade off with a friend, you’ve got
it covered. But if you’re like the rest of us, you need to find fun ways to be active while you’re WITH your children.  Luckily, you have children
to be active with, so you have a head start!

Kids love it when you play physically with them. It’s a terrific way to add some connection and fun back into a relationship that too often deteriorates
into constant correction and conflict. You don’t need to tell your kids this exercising is for you — they’ll assume it’s special family time! And
if your child is spending too much time staring at screens, this is the best way to get her up and moving.

The secret is setting aside the time. Even ten minutes a day outside together is a great start during the week. On the weekend, you can plan an outing.
Before you know it, you’ll have worked up to 20 minutes daily, with an hour on weekend days. Sure, you’ll skip some days. But if that’s more exercise
than you’re getting now, read on.

Simply put your “Let’s Get Physical” time on the calendar. Then, choose a fun family activity that requires physical exertion. When you find something
you love doing, do more of it. Soon you’ll have a whole repertoire of family physical activities that make everyone in your family happy.

For instance:

Put on music and dance with your family.
Use your little one as a football; run her around the rest of the family into the end zone. Your kids will love it.
Take a soccer ball outside and take turns chasing each other as you dribble the ball. Kids love the soccer practice.
Play tag or frisbee with your children.
Join your kids on the monkey bars. Great upper body workout! Who cares what the other parents think?
When you’re confined to the house, play “Take off each others’ socks,” wrestling, or chase games. (Anything that gets your kids laughing. That’s a
huge bonus, because you’re helping them evaporate any anxieties they’re carrying around.)
Let each person in the family take turns being the leader while the rest of the family follows, doing jumping jacks, sun salutations, sit-ups, or invented
moves.
Keep any bubble wrap that comes your way in a bag at the back of your closet. On a rainy day, pull it out for a Bubble-Wrap dance party!
Get work-out DVDs from the library, or watch on YouTube, and exercise with your kids.

For outings:

Load the kids and their bikes or scooters into the car and drive to the track at your local high school in the evening or on the weekend when it’s
empty.  Let the kids ride their trikes or bikes around the track, while you walk or jog.
Join the local Y or pool so you can swim all year. Just put floaties or other floatation wear on your child, hold him in one arm on your hip, and swim
with the other arm for a terrific workout.
“Baby & Me” yoga classes will help you keep good form while you get your stretch on.
Listen to your favorite podcasts while you walk briskly with your little one in a carrier or stroller.
Take family pride in how far you can park from your destination and walk. (“Is this a two block day? Let’s go for it!”)
Let your exercise time double as social time by walking with a friend and her child; the kids will entertain each other.
Chasing your toddler all over the playground? Instead of resenting it, get a pedometer, and work up to 10,000 steps a day.
If your child is old enough, bike or roller blade together. One dad I know took up skate boarding with his 11 year old. Great for his body, great for
their relationship as his son headed into the teen years.
Want to get an older child or teen moving? Do a charity run together.

When you’re working outside the home:

Walk or bike to work (If it takes an extra 15 minutes each way, that’s a small price to pay for so much exercise.)
Use the stairs instead of the elevator at work.
Walk around your office while you’re on the phone. Use a pedometer and keep trying to increase your daily steps.
Work standing whenever possible.

You won’t believe how much ten minutes of movement daily will lift your mood. And when we feel good, it has an almost magical effect on our children. We
have a lighter touch, and a sense of humor. We don’t get triggered as easily. All of which makes our kids happier and more cooperative. So think of
this as “we” time– bonding time with your family that gives you huge collateral benefits.

You’re also getting your child hooked on an active lifestyle, which is a great counter-balance to all that screen-time in our lives. Kids who are physically
active into the preteen and teen years are 75% less likely to be overweight when they’re grown.

If you do this every single day, you’ll all start looking forward to it. Way to nurture yourself and your child at the same time! 

***

This is post #4 in our series on self care: The Secret of the Full Cup

#1 -The Secret of the Full Cup: Self Care

#2- 10 Stress Busting Strategies for Parents

#3- Five Ways To Nurture Yourself While Nurturing Your Child

 

Read more: ahaparenting.com

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Barneys Warehouse’s Epic Flash Sale Is Offering Up To 90% Off

There are few things that get us as worked up as seeing the phrase “take an extra __% off the sale price.” Barneys Warehouse is always a go-to for finding a good a deal, but in addition to its huge site-wide season sale (which is already 50-70% off), it’s launching a “Style Sprint” flash sale from now through the first week of August.

For the next 10 days, Barneys Warehouse will be selecting a new category (think jewelry, sandals, sweaters, dresses, etc.) each day that you can shop for an extra 20% off. That brings your total possible savings to up to 90% (yeah, take it in). For the flash sale’s inaugural launch on Thursday, Barneys Warehouse is marking down all accessories site-wide.

You can expect the sale to be filled to the brim with trickled down designer goods from the likes of Chloé, Acne Studios, and Sies Marjan. But we recommend keeping a weathered eye on “lower-priced” brands (Barneys New York Collection, Solid & Striped, and J Brand) to really benefit from the sale.

It feels like the old school days of Barney’s Warehouse’s epic clearances at its old Chelsea hub all over again. And hey, in case you haven’t heard, Mercury’s back in retrograde today, so if there’s ever been a legitimate excuse to spend your cash, it’s now.

There’s a lot of product out there, some would say too much. No doubt this has left you with an overwhelming set of questions about the latest must-haves. Luckily we’ve got answers. At Refinery29 we are here to help you navigate this epic world of stuff. All of our editorial market is independently selected and curated by the team. But if you buy something we link to on our site Refinery29 may earn commission.

Like what you see? How about some more R29 goodness, right here?

23 Fancy Handbags To Complete Your Wedding Guest Look

In Defense Of The Most-Hated Pants Shape

15 Summer Neons That Don't Scream Electronic Music Festival

Read more: refinery29.com

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8 of the Top Teambuilding Trends for 2018

In this article, you will learn about the top trends in team building for 2018.

As a team building facilitator and speaker, I realize that the umbrella topic of “team building” brings a number of ideas to people’s heads – not all of them positive!

Many leaders can see the profitable impact of relevant and intentional activities, and recognize the usefulness and of professionally delivered team building events.

But not all of the top trends in teambuilding are positive…

Just as not all that glitters is gold, some of the events and activities that managers and team leaders schedule for their people can be less relevant and have minimal impact.

Team building is NOT the same as team bonding.

And, while there is a place for and a value in simple bonding activities, team building should provide relevant and actionable insights and take-aways that immediately improve group awareness, focus, and interactions.  In this article, you will hear about some of the best (and some of the less beneficial) trends in team building – because as a team leader, your focus should be on what is effective, not just what is popular…

 

From “Recreational” to “Intentional” – Team Building Trends for 2018

The following are activities that many companies and groups have invested time and resources in.  They are listed in order from recreational to intentional.

Recreational Events usually offer a few hours of fun, with little real-world application or impact… while Intentional Team Building activities are more intentional and results-focused.

All events CAN have a positive impact on team dynamics and interactions – but the further down the list you go, the more the event will likely have relevant and actionable outcomes that will improve your team’s accountability, collaboration, etc.

 

Bowling and Laser-tag and Zip-lining, Oh My!

There are a number of things that managers schedule and call team building, and like these activities, they may be fun, but they are not truly relevant… and they likely offer no real-world application other than a few laughs together.  And while laughter and rapport are both valuable in building and strengthening relationships, these activities often offer little depth of meaningful interaction.

 

Chili and Paint Experiences

Cook-offs and artistic afternoons have become a bit more popular, and while these do offer an occasional discussion of “how we are all important ingredients” or “together we create a beautiful canvas,” the take-aways are seldom more than a lighthearted and enjoyable leisure time together.

 

Building Bikes and Bears

These “charity builds” give your people a chance to spend time away from the office, and definitely deliver a thoughtful gift to the people they are donated to, but there is seldom any tangible change in office dynamics or behaviors…

 

Scavenger Hunts

Whether across an entire city or at a specific location, a scavenger hunt is a fun and engaging way to allow your people to work together toward a common goal.  Some companies, like WildGoose, even use technology to collect and score the events… and you can group people together to ensure they interact during the event.  The challenge is finding a facilitator to help the activity translate to a boost in inter-office collaboration or effectiveness.

 

Crisis & Adventure Simulations

Using out-of-the-box notebooks and PowerPoint programs adds an engaging twist, but a group conversation about being stranded on an island (or saved from a bear attack) doesn’t always provide applicable take-aways for your team. Your people will likely only carry back to their daily activities the memory of a short activity that has limited applications to improve their interactions and productivity.

 

Great Escapes

Nearly everyone has visited – or at least heard of – an escape room experience.  In Atlanta, the Ultimate Escape Game is a popular and highly rated opportunity for people to enjoy a fun hour together with a unique challenge. Escape rooms are a controlled atmosphere where all ages can participate and learn the importance of collaboration, and can be helpful to inspire improved communication skills if the lessons are connected to your everyday workplace situation.

 

Conference Conversations

One of the more interesting team building trends is to incorporate team building activities into a conference event.  These intentional networking and connection-creating opportunities are a key part of why attendees are there in the first place – to grow their network and collaborate with others who they can share information and issues with.  Whether as part of an opening interactive keynote, or an engaging set of conversations and designed interactions throughout the event, allowing people to establish and grow useful relationships is as valuable a take-away as any content they may collect in their notebooks.

 

Enlightening Shared Challenges and Laughs

A tailored collection of experiential challenges can be a powerful and effective way to improve self-awareness.  Business team building events are a unique and fun way to tailor team challenges and interactions to address a specific teamwork issue or need, whether it is increased accountability or personality conflicts or just improved clarity in communications.  A fun day of laughter, where “ha-ha’s” are transformed to relevant “a-ha’s” that impact your team performance, can be a powerful catalyst for team development.

 

Experiential activities can be powerful learning tools.

They provide far more effective and memorable insights than a lecture or bullet-list PowerPoint presentation or recreational activity!

As you plan for your next group development event, consider the impact that your investment will ultimately have.

Looking back in 3-6 months, will the time you and your team spend together translate into more effective communication and performance?

There are a number of team building options available, and the trends for 2018 offer a spectrum of experiences for your people to enjoy. And, there are truly no wrong answers.  Every activity provides at least some measure of interaction and bonding opportunity.

But for team leaders looking to get the most impact for their teams, the more intentional you are in your team building activity, the more improvement in team dynamics you are likely to witness.

 

The post 8 of the Top Teambuilding Trends for 2018 appeared first on Great Results Teambuilding.

Read more: greatresultsteambuilding.net

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How Developer Fatshark Created Their Passion Project in Vermintide 2

Warhammer: Vermintide 2 is a passion project developed by Fatshark, a studio which was formed ten years ago in Stockholm, Sweden. Over the years, Fatshark has built a solid foundation in the online multiplayer genre. Many of the core team members first met through tabletop gaming and it was during these late nights playing Warhammer Fantasy Battles and Warhammer Fantasy Roleplay that the foundation of the Vermintide franchise was formed.

Six years after Fatshark was founded – and six released titles later – the studio had the financial means, tech and developers to take on the rich and very visual Warhammer universe. It was a no-brainer; this was something we had always wanted to do. After lengthy and sometimes heated internal discussions, we made a pitch to Games Workshop, the developer and custodian of the Warhammer world. We proposed a game where players in co-op with others would take on the role as one of the many iconic heroes of the Old World and take on hordes of enemies in frenzied first-person melee action combat.

Warhammer Vermintide 2 Feature ScreenshotWarhammer Vermintide 2 Feature Screenshot

Since we wanted to pay homage to a game world enjoyed and experienced by so many for so long, we knew there would be no shortcuts when it came to character presentation, art style and attention to detail. Games Workshop agreed, and Vermintide went from idea to production.

Expanding the Boundaries of our Tech

Fatshark has always had strong technology, for example having developed the in-house game engine Bitsquid/Stingray which was licensed to others and eventually sold to Autodesk. Therefore, it is perhaps no surprise that our work to take Vermintide 2 to Xbox One is just as much engineer pride as lore nerdery. The joy of getting your tech to tune in and make wonders on the hardware is just as great as when you get to shake hands with long-time fans of Warhammer telling you “you nailed it”.

Warhammer Vermintide 2 Feature ScreenshotWarhammer Vermintide 2 Feature Screenshot

Vermintide 2 on Xbox Game Pass

For the second game in the franchise, Vermintide 2, we decided to work with Microsoft to make the title available on Xbox Game Pass on the same day as the release. For an indie developer — self-publishing a multiplayer game with a limited marketing budget — it’s key to have a strong player base and raise awareness of the title through word of mouth. Xbox Game Pass offers exactly that.

Even after release of the game, the whole Fatshark team is working on Vermintide 2 and will support the game just like we did with the first installment in the series. Events, DLC and existing content are all in the making!

Warhammer Vermintide 2 Feature ScreenshotWarhammer Vermintide 2 Feature Screenshot

MixPlay and Streaming Support

Vermintide 2 is very much about experiencing bravery and epic battles together with others, either with the players in your party, your streaming audience and through community events.

But our efforts for social gaming don’t end there. Through the Vermintide 2 MixPlay feature on Mxier, streamers can let their audience decide the battle’s outcome by voting live on what the next enemy spawn should be or reward players with potions and bombs. This makes for new and tricky situations where the players must fight tooth and nail to survive the mission with their audience pulling the strings behind the curtain.

Warhammer Vermintide 2 Feature ScreenshotWarhammer Vermintide 2 Feature Screenshot

How to Play Vermintide 2 Effectively

Vermintide 2 is a 4-player co-op action game designed to be played together with friends. A key component in the game is the challenge it provides. We have included 4 levels of difficulty to up the stakes as you improve your skill, starting with lowest to highest: Recruit, Veteran, Champion and Legend. The higher the difficulty, the greater the reward will be at the end of a successful mission. Check out some tips and tricks here.

Join the Fight for Survival

We are in this for the long run with the first major DLC of Vermintide 2 coming soon and more in the making. Thank you for reading and don’t forget to check out Vermintide 2, live now on Xbox Game Pass!

See the rest of the story on Xbox WireRelated:New Preview Alpha and Alpha Skip Ahead 1810 Update – 7/19/18Summer’s Heating up with Huge Savings During the Ultimate Game SaleA Game Where Words Destroy: The Path of Motus Is Now Available on Xbox One, Proceeds Going To Charity

Read more: news.xbox.com

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What Is Guerrilla Marketing? 7 Examples to Inspire Your Brand

The word “guerrilla,” in its written form, seems very intense. It conjures images of rebellion and conflict. Put it next to the word “marketing,” and it makes a lot of people ask, “Huh?”

But guerrilla marketing isn’t some sort of combative form of communication. After all, that would be highly disruptive, which violates the inbound methodology. In fact, it’s actually a very unconventional form of inbound marketing, in that it raises brand awareness among large audiences, without interrupting them.

Because it’s so unconventional, however, it’s not the easiest concept to explain. Guerrilla marketing is often best understood when it’s observed, so that’s how we’re going to approach its best practices and takeaways here.Get our "event in a box" essential event marketing kit here.

We’ll start with some basics around where it came from and how it works, followed by an examination of how it’s been carried out successfully.

What Is Guerrilla Marketing?
Roots of Warfare

When we hear the term “guerrilla marketing,” it’s hard not to think of guerrilla warfare — which makes sense, since that’s where this style of marketing got its name. In the warfare context, guerrilla tactics depend largely on the element of surprise. Think: “Ambushes, sabotage, raids,” according to Creative Guerrilla Marketing.

But how does that translate into the work we do every day? In marketing, guerrilla techniques mostly play on the element of surprise. It sets out to create highly unconventional campaigns that catch people unexpectedly in the course of their day-to-day routines. You’ll see what that looks like in some the examples below.

The term itself was created in the early 1980s by the late business writer Jay Conrad Levinson, who wrote several books about guerrilla tactics in a number of professional areas. Of course, at that time, marketing in general looked very different, and while guerrilla marketing is still used today, the ever-growing digital landscape is changing what it looks like. Again — you’ll see what that looks like in some of the examples below.

Budget-Friendly

What marketers really enjoy about guerrilla marketing is its fairly low-cost nature. The real investment here is a creative, intellectual one — its implementation, however, doesn’t have to be expensive. Michael Brenner summarizes it nicely in his article on “guerrilla content,” where he frames this style of marketing in the same context as repurposing your existing content, like taking certain segments of a report, and expanding each one into a blog post. It’s an investment of time, but not money, per se.

In a way, guerrilla marketing works by repurposing your audience’s current environment. Evaluate it, and figure out which segments of it can be repurposed to include your brand.

Types of Guerrilla Marketing

As niche as it might seem, there are actually a few sub-categories of guerrilla marketing, as outlined by the firm ALT TERRAIN:

Outdoor Guerrilla Marketing. Adds something to preexisting urban environments, like putting something removable onto a statue, or putting temporary artwork on sidewalks and streets.

Indoor Guerilla Marketing. Similar to outdoor guerrilla marketing, only it takes place in indoor locations like train stations, shops, and university campus buildings.

Event Ambush Guerilla Marketing. Leveraging the audience of an in-progress event — like a concert or a sporting game — to promote a product or service in a noticeable way, usually without permission from the event sponsors.

Experiential Guerilla Marketing. All of the above, but executed in a way that requires the public to interact with the brand.

We know — without context, the whole idea of guerrilla marketing can be a little confusing, so let’s see how it’s been executed by a few other brands.

7 Guerrilla Marketing Examples to Inspire Your Brand
1) Bounty
bounty02.jpg
Source: TOXEL.COM

Here’s a fun fact about your neighborhood marketing blogger: I. Spill. Everything. Coffee? Check. Olive oil? You got it. Generally, I am simply a mess, and like to have paper towels nearby at all times.

Naturally, I couldn’t help but be impressed by this guerilla marketing installment from paper towel company Bounty. By installing life-sized “messes” throughout the streets of New York — a giant, knocked over coffee cup and a gigantic melting popsicle — the brand found a unique way to advertise its product and the solution it provides, with minimal words.

You might ask, “Wouldn’t a concise billboard ad accomplish the same thing?” Well, not really. Culturally, we’re starting to opt for every possible way to eradicate ads from our lives. That’s why we love things like DVR and ad-free options on streaming services like Hulu and YouTube. This campaign, unlike an ad, isn’t as easy to ignore. After all, if you stumbled upon a melting popsicle the size of your mattress on your way to work, would you stop and look? We would.

The big takeaway: Identify the biggest problem that your product or service solves. Then, find an unconventional way to broadcast that to the public — preferably without words.

2) The GRAMMYS

Okay, this one might not be entirely fair, since it wasn’t pulled off “in real life.” But how cool would it be if it was? To promote the nominees for its Album Of The Year category, the GRAMMYS music awards show created a video to show what would happen if posters for the nominated artists just began singing.

It might sound impossible to actually carry out something like that. But imagine — what if you could create musical posters for your brand? Again, it’s different than a billboard ad, because when we walk by a wall of paper advertisements in, say, New York City, we don’t expect them to start moving. Now, we’ll admit that this idea isn’t exactly a budget friendly one, as it might require some technical work to bring to fruition. But even if you could include a single moving or digital image among a sea of still ones — in a place where it would come as a surprise, like a brick wall — it would catch people off guard and, therefore, get their attention.

The big takeaway: Think about the things that your audience might just pass by every day — and make those things do something that’s both unexpected and interactive.

3) Frontline
ad-mall-frontline.jpg
Source: Marketing Ideas 101

When I first saw this photo, I’ll admit that I fell for it. “Someone, get that dog away from those flies!” I frantically thought. Then, I realized that the dog wasn’t real, and neither were the flies. The former was a photo, and the latter were actually humans.

That’s because Frontline, the makers of flea and tick prevention products for dogs, were able to fill the entire floor of this large, public space with this image. The brand knew that many people walk across that space every day, and that a good number of people would also see it from the building’s upper levels, creating the dog-and-insect illusion. It’s hard to miss — and to not look twice.

Again, this campaign is different than traditional marketing, because it’s not just plastering a single message somewhere that’s likely to be ignored. It creates a form of accidental human interaction that reminds the viewer what the product does.

The big takeaway: Figure out how humans might involuntarily interact with your marketing messages. While your product or service may not address the issue of, say, insect removal, there are ways to make people part of the campaign.

4) Burger King
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Source: seventeen

Breaking up is hard to do in person, let alone when it’s publicly played out online. That’s what happened — allegedly — when one Instagram user left a comment on this post sharing a tale of his “girl” procuring food from Burger King. There was just one problem. This guy does have a girlfriend, but she was nowhere near a Burger King. So, who was he referring to? The drama ensued, via Instagram comments:

BG_IG_Breakup.jpg

After the comments began to make headlines, many speculated that the entire exchange may have been staged by Burger King. And if it was, we can’t help but salute them — what a way to get your brand into the zeitgeist. Burger King has roughly one million followers on Instagram. Compare that to the 2.1 million followers of its chief competitor, McDonald’s. And while we’re not sure how many followers the former had before this famous breakup, it makes sense to assume that this at least drew more attention to its social media presence, at least on this particular platform. People may have already been observing the brand on Instagram, but before now, were they actively discussing it?

The big takeaway: Guerrilla marketing has gone digital. Think about where your audience already exists digitally — then, give ’em a show. While we can’t condone lying, we can applaud creativity, so don’t be afraid to use the comments to get people talking.

5) UNICEF

I’m as guilty as anyone of wasting money on bottled water. I have no excuse. I have a reusable one. My workplace offers filtered water from a machine, not a traditional cooler, and yet, it remains a bad habit.

That’s why this guerrilla marketing campaign from relief organization UNICEF resonated with me. It posed the question, “What if those bottles of water you waste money on were filled with dirty water?” It was a way of reminding the privileged masses that in too many parts of the world, entire populations have no access to clean drinking water.

So instead of frivolously spending that money on bottled water, UNICEF suggested putting it toward efforts to bring clean drinking water to these areas. It did so by creating makeshift vending machines that sold bottled dirty water, with each button labeled as a disease caused by a lack of clean drinking water.

The big takeaway: Guerrilla marketing works in the not-for-profit sector, too. And while scary, saddening images are often an impactful way of communicating your mission, there’s a way to convey it by creating something less in-your-face and interactive for the public.

6) GoldToe
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Source: ALT TERRAIN

Are you an underwear company looking for an unconventional way to market your product? Why, just try placing an enormous pair of briefs on an iconic charging bull statue.

Really, we can’t make this stuff up.

It’s so simple, in theory, that it sounds like fiction. But when the GoldToe brand needed a way to tease and promote the launch of its new undergarments, that’s exactly what it did — casually placed these new items of clothing on statues throughout New York. And while we can’t be sure that it’s the route GoldToe took, we sincerely hope that those bull-sized briefs were made with leftover manufacturing fabric, helping to make this campaign even budget-friendlier.

The big takeaway: Don’t overthink it. Sometimes what looks like your silliest idea might be the best one.

7) Greene King

When you make plans to catch up with friends and family, what are the two things around which you inevitably gather? We’ll take a stab at guessing:

Food
Drink

When pub and brewing company Greene King feared that small, neighborhood establishments — notably, the pub — would start to be overtaken by large corporate retail, it launched a campaign to communicate just how important these local businesses really are. Even better, the content was almost entirely created by those who understand this predicament best: Pub owners, bartenders, and patrons.

These individuals were given cameras to capture video of the most meaningful moments and gatherings they’ve experienced inside these local pubs — from weddings, to funeral receptions, to birthdays. These videos were shared on Greene King’s YouTube profile and posed the question, “Without these neighborhood meeting places, where would we share these moments?”

The big takeaway: It’s okay to get a little sentimental with guerilla marketing. Think about the emotions invoked by what you offer. Then, invite your audience to create content around what your brand means to them.

Guerrillas in the Wild

Starting to make a little more sense?

When we set out to write this post, we were disappointed with just one element of it — we found virtually no B2B examples. That doesn’t mean it’s impossible within that sector. It just requires extra creativity.

Hopefully, you’ll be inspired by these examples, especially if you’re promoting a smaller brand. Don’t be afraid to crowdsource the content for these campaigns, for example — after all, it’s creative approaches to your work that help maintain guerrilla marketing’s budget-friendly, inbound nature. Remember: Catch people where they are, and insert your brand there. Don’t interrupt, but invite them to participate.

free event planning and marketing resources

 
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10 Summer Essentials That Will Help You Beat The Heat

Thigh chafing, sticky feet, sweaty pit stains; these are just some of the annoyances we have to endure in hot weather. Which is why when our eyes catch a glimpse of predicted 85+ temperatures, it’s impossible to even know what to wear. If you’re going to sweat in everything, it almost feels like it doesn’t even matter. But there are a few solutions to prevent summer from turning you into a human puddle.

First, there are the classic tips: wear light colors, stay away from heavy materials, try men’s deodorant for a change. But we’re providing some lesser known options, like investing in a Grade A multipurpose towel or taking a spin at side-snap jeans. You don’t have to forget your love of summer just because the July humidity has decided to wreak its annual havoc on the world. These smart dressing tips will keep you on your feet until you land in front of an open storefront blasting A/C.

There’s a lot of product out there, some would say too much. No doubt this has left you with an overwhelming set of questions about the latest must-haves. Luckily we’ve got answers. At Refinery29 we are here to help you navigate this epic world of stuff. All of our editorial market is independently selected and curated by the team. But if you buy something we link to on our site Refinery29 may earn commission.

Perforations are your best friend in a summer. A knit dress like this will take you from happy hour to vacation all without breaking much of a sweat.

Mango, $99.99, available at Mango

Bike shorts, who? While that trend has been the name of the game, we’re leaning more towards long athletic shorts that are both breezy and combat any dreaded heat-induced thigh chafing.

ASOS, $29, available at ASOS

— PAID —

Protect yourself from harmful rays and keep cool with this sporty, breathable cap.

NFL New Era Oakland Raiders NFL Training Grey 9Twenty Adjustable Cap, $30.00, available at New Era.

A good multipurpose beach towel goes a long way in the summer. You can use it as a cover-up, lounge on it by the pool, or make it an impromptu picnic blanket. Don’t skimp on investing in a quality option this year.

Eau Club, $45, available at Eau Club

These stretchy kick flares have the best secret: They’re made of 28% lycra and are highly resistant to heat and chlorine. Slip these on post-swim to combat the sun rays and the warm weather while still looking chic.

Rendl, $151.66, available at Rendl

Our little summer secret? Off-the-shoulder everything. It keeps sweaty armpit stains at bay that would otherwise be visible with tight-fitted arms.

Kitri, $182, available at Kitri

Speaking of towels, try your hand at the ultimate sweat wicking footwear: terrycloth sandals. Made up with an espadrille sole and a medium-density foam sole, you’ll never want to take these outdoor-friendly shoes off.

Mara & Mine, $250, available at Mara & Mine

These snap-buttons jeans let you customize how much leg to flaunt for optimal breathability.

3×1, $425, available at 3×1

Skip the back sweat that comes with lugging around a backpack or tote bag around all day. A cute mini bags helps to reenforce the idea of minimizing your life while maximizing your level of literal cool.

Pop & Suki, $235, available at Pop & Suki

White before Labor Day is an old school idea with good reason. The light hue helps reflect off light to keep you cool and collected in even the most intense heat.

Where Mountains Meet, $495, available at Where Mountains Meet

Leave the denim cut-offs at home. Instead, opt for a pair of cotton shorts that’ll keep you feeling light all day long.

Ganni, $125, available at Ganni

Like what you see? How about some more R29 goodness, right here?

The 10 Fashion Brands & Pieces Everyone Is Buying Right Now

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The One Summer Shoe You Can't Not Love

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Brand Patagonia: A Founders Story And Strategy

Brand Patagonia: A Founders Story And Strategy

In April 2017, the authors of Legacy In The Making visited me at Patagonia’s headquarters, in Ventura, California, to talk about the legacy I’m building as the founder of Patagonia. We talked about a lot of things, some of which I’d never spoken about before. Afterward, when they asked me if I’d share some of those insights and stories in the foreword to their book and I made it clear: I never wanted to be a conventional businessman. I liked climbing rocks, not corporate ladders.

“Exactly,” they responded. “That’s why we asked you.”

It’s true. I never set out to be a businessman. Over the years, I’ve learned a lot about business with Chouinard Equipment and Patagonia, the two outdoor outfitters I founded. But I’m a creature of the 1960s. I never liked authority. I was a rock climber. Back when I started climbing at the age of 19, the gear was poor quality. The pitons—the metal spikes you drive into cracks—were made of soft iron and were designed to be used once and left in place. The attitude back then was about dominating the mountains, conquering them and leaving all your gear behind to make it easier for the next party. I didn’t share that attitude. I had a different ambition.

I wanted to climb without leaving a trace so that the next party and every party after that could experience the climb as I had—in its natural state. To do that, I needed a new kind of piton that you could remove and reuse over and over as you ascended. Since nothing like that existed at the time, I decided to design it myself. I bought an old coal-fired forge from a junkyard, built a small shop in my parents’ backyard, taught myself how to blacksmith, and began making my own high-quality reusable pitons. They were the first of their kind, designed for a new style of climbing. I called my fledgling company Chouinard Equipment.

Initially, I was just a craftsman making climbing gear for myself and my friends. But I happened to be pretty good at it, and pretty soon I was selling gear to friends of friends out of the back of my car (whenever I wasn’t surfing or climbing, that is). That evolved into making better crampons—the metal spikes on climbing boots—and better ice axes. With climbing, the better the tool, the better your chance of coming home in one piece. The quality of the materials and design—how the tool actually functioned in the field—was everything. People noticed, and by 1970 Chouinard Equipment had become the largest supplier of climbing equipment in the United States.

At that time, we were on the cutting edge of climbing. Some of the climbs we were doing in Yosemite National Park were harder than any rock climbs ever done in the world. Being on the cutting edge meant that we were not following the market. We weren’t waiting for customers to tell us what to make. For example, when I started coming out with new tools for ice climbing, people had no idea how to use them, and so I began writing a book about it. The Austrians and Germans had different techniques than the French and the Scottish. I ran around the world and studied all the different techniques so that I could bring everything together in one unified method.

In 1970, on my way home from climbing in Scotland, I bought a rugby shirt—a blue one with yellow and red stripes. Functionally, I thought it would be a great climbing shirt. It had a tough collar so that the gear slings wouldn’t cut your neck and rubber buttons that wouldn’t rip off. At that time, American sportswear was basically gray sweatpants and sweatshirts. That was it. There was no colored sportswear for men. Yet all of a sudden, here I was, wearing this really colorful shirt, and people were saying, “Wow, where’d you get that?” That was when we decided to start selling our own.

Our colors got pretty outrageous, but they also served a function. When you spend days suspended on a “big wall” climb or weeks stormbound in a tent, it’s tough on your psyche. You want colorful clothes just for your own mental health.

We sold a lot of those rugby shirts. By 1973, we had launched a new brand, Patagonia, to focus on our growing clothing business. Unlike Chouinard Equipment (which we eventually sold to a group of employees who launched a brand called Black Diamond), we knew nothing about the established clothing industry when we started Patagonia. Zero. Conventional fashion designers take a mannequin, wrap cloth around it, pin it here and there, and create a dress. But our background was in designing lifesaving climbing gear, not fashion, and so we looked at clothes as tools.

Before we designed any new piece of clothing—whether it was an alpine jacket, a pair of socks, or a bikini—we always started by asking about function. What problem were we trying to solve? How would the product be used, not just worn? Which features would it need, and which would it not need? It’s like Antoine de Saint-Exupéry said: “A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” In retrospect, I think that is our biggest contribution to the clothing business: treating clothes as tools and applying the principles of industrial design.

When you approach products as tools that serve a function, it forces you to pare things down to their essence. Just look around. Complexity is easy. The world is full of complex, disposable junk. Simplifying things, though—designing quality tools that last—now, that’s hard.

More than 60 years after I forged that first removable piton, we still approach everything we make just as I did in the beginning— as a simple, functional tool. The best tool for whatever your ambition is. As my ambition was to make better gear for the things I loved to do, my companies were the tools I used to achieve that ambition. But as your ambitions evolve, as mine would before long, so must your tools.

Finding Our Way Back To The Real Patagonia

As the years have passed and Patagonia has grown, so have the brand’s responsibilities. These days, we behave as if we want to be in business a hundred years from now. This is reflected in our mission statement: “Make the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.” The mission statement is a tool, too. Like a compass, its function is to orient our brand culture and keep it moving in the right direction. But Patagonia didn’t always work this way.

In the early years, I ran the business like every other company. Just running it for the sake of getting larger and larger, doing everything that normal companies do. By the 1980s, we were taking off: opening new dealers, developing our own retail stores, and growing about 50 percent a year. You can’t grow like that for very long before you end up in financial trouble. It’s just impossible.

In 1990, the American economy went into recession. After years of growing just for the sake of growing, our sales suddenly hit a wall. The banks got into financial trouble, and so did we. We couldn’t borrow enough money to cover inventory, and we nearly lost the business. For the first time in our history, we had to lay people off—20 percent of our entire staff. Those people were like family, and the impact on our brand culture was a wake-up call. After we had been preoccupied with growth for years, our brand was adrift. Not only did we have to reassess our growth plans, we had to reassess who we were and who we wanted to be.

That was when I took our key managers—about 10 or 12 of us—and we all went down to Argentina, to the real Patagonia. We hiked around, sat down, and asked ourselves why we were in business and what we expected to get out of this. We asked each person why he or she was working for us. Though my ambition had always been to build the best tools, it was during this trip that we discussed our values:

• Make the highest-quality products.
• Consider the environmental impact of everything we do.
• Engage and support our communities.
• Contribute a portion of our sales to philanthropy.

No one said a word about profit.

Once we had collected everyone’s thoughts, we established our brand values by consensus. I’ve always believed in making decisions by consensus as opposed to compromise. Compromise is what the government does. Compromise never solves a problem. Compromise leaves both sides feeling cheated. Consensus is how Native American tribes historically made decisions, and it was the chief ’s job to build consensus. That’s been my role: to set the general direction we’re going in and to get our employees to buy in.

After we got back from our trip to Patagonia, I started leading weeklong seminars to teach our employees about the values that would guide our brand culture moving forward. I wanted everyone to be empowered to make day-to-day decisions that were based on those values rather than always waiting for instructions from the boss. Years later, in 2005, I published everything—my ambition, our history, our growth crisis, our values—in Let My People Go Surfing: The Education of a Reluctant Businessman. Like those recyclable pitons, I didn’t publish the book to get rich. I did it because as a reluctant businessman, I had learned an important lesson about business: Regardless of what you sell, your business itself—including your culture and your values—is your product. If we could inspire more values-based businesses, our society and environment would be a lot better off.

Let My People Go Surfing is still selling all over the world. They teach it in high schools, and it’s been printed in 9 or 10 languages—all because people see the Patagonia brand as a different model. We’re not alone in our beliefs. Brands with long-term ambitions and strong values-driven cultures are increasingly demonstrating that profits and purpose aren’t mutually exclusive.

Lasting Brands Move People, Not Just Goods

I’ve always been an advocate for social and environmental causes, but I don’t like being on the front lines. I get too frustrated. Instead, I’ve learned how to use business to effect change. We follow our beliefs, our customers follow us, and positive change tends to follow that. People who believe in what we’re doing gravitate to our message. They become our advocates. That’s why our marketing philosophy is so simple: We tell people who we are and what we do. That’s it. Fiction is so much more difficult to write than nonfiction.

For us, marketing isn’t about moving goods. It’s about moving people. For example, in 2011 we ran a print ad on Black Friday that said, “Don’t buy this jacket.” We sold so many of those jackets! That wasn’t the intent. The intent was to encourage people to reflect on what they buy and to buy only what they need. The best thing you can do for the environment as far as clothing goes is to buy the very best quality, use it as long as possible, and keep it out of the landfill. Repair it. Reuse it. Recycle it.

That Black Friday campaign forced us to make a pact with our customers: If you buy one of our jackets, we’ll repair it forever. If you outgrow it or stop using it, we’ll help you sell it to somebody else. Eventually we’ll take it back and melt it down into more jackets. It forced us to build the largest garment repair facility in North America. In fact, we have a truck that goes around to colleges and teaches kids how to sew buttons on. We’ll repair any of their clothes, not just ours. We practice business this way because our customers are our loyal sales force, and they pay far more attention to good deeds than to lofty words.

For our 2016 Black Friday campaign, we decided to give all the revenue away to environmental causes. Not just the profits. All of our revenue that day. As a result, our sales quadrupled, from $2.5 million the previous year to over $10 million for Black Friday 2016. We gave away all $10 million—in addition to the $9 million contribution we made that same year in line with our annual commitment to contribute 1 percent of our sales to charity. Philanthropic campaigns like this don’t cut into our sales. In fact, 60 percent of our customers from these campaigns are new. Just think about how much it costs most companies to get new customers. The social media aspect of this campaign cost us nothing. We let the word out, and in turn, our customers helped spread the word for us.

At the end of the year, we measure success by how much good we’ve done and what impact we’re having on society, not by profit. Honestly, if you ask me how much money we’ve made in the last year, I would have to look it up. I know that we are extremely profitable. I also believe in karma. Karma and profits coexist here because every time we’ve made a decision in service of doing good, our customers have noticed. And when our customers get behind us, more good things follow.

Write Your Own Rules, Don’t Master Someone Else’s

I know it’s unorthodox to be guided by both karma and profits, but that’s just one of many ways we break the rules of business these days. I think of Patagonia less as a conventional brand selling products than as an experiment, an evolving means of using business to solve social problems.

If you look around and see who’s working here, we all have degrees in subjects such as anthropology, zoology, and English. Only a few of us actually have degrees in business. We’re all learning how to run a business by asking lots of questions and approaching things as beginners. We’re successful because we have the confidence to write our own rules rather than master someone else’s.

Maybe that’s why we’re comfortable being a guinea pig and trying new things. We’re making healthy food and producing films about society’s impact on the natural world. We’re even thinking about starting an immersive nature school for kids. As unconventional as these programs may sound, all of them are firmly rooted in our ambitions and values. Ultimately, the next generation won’t care about nature if they don’t think they’re part of it. So while our values haven’t changed, the way we choose to express those values to new generations of customers is always evolving.

At Patagonia, it’s not that we’re just looking for ways to stand out for the sake of standing out. We behave differently because our ambitions are different. We also measure success differently—on the basis of long-term contributions, not short-term profits. When you chase short-term profits, you either keep doing what you already know will work or copy what someone else is doing. We don’t do that. When we stand out, it’s because we’ve found a new way to express our long-term ambitions.

In the mid-1990s, for example, we took a stand against chemically intensive cotton and began making all of our clothes with organic cotton. It was a challenge, and a lot of our manufacturing partners walked away from us, but we learned by doing and ultimately developed our own private cotton supply chain. Most people aren’t willing to jump right in like that. But that’s the way I like to deal with everything. Most people want to figure things out to the nth degree before they ever take a step. In the end, they won’t even take that step because it feels too unfamiliar. Not me. I immediately jump in and see how it feels. That’s how I know we’re on the cutting edge—when we step outside conventions and lead the market rather than follow it. This approach takes vision and perseverance, but it keeps us in a category of our own. As the saying goes, “First they ignore you, then they ridicule you, then they fight you, and then you win.”

I was on a panel during the recent recession, and it was all surf industry CEOs and people like that. We all talked about our businesses, and I talked about how much effort we put into cleaning up our supply chain and trying not to cause unnecessary harm. One of the CEOs from one of the largest surf companies told me his company had been making a few organic cotton ball caps and T-shirts before the recession but had cut back when the economy slowed down.

I said, “How are your sales?” He said, “Well, we’re down about 25 percent.” Patagonia was up 30 percent. That company ultimately filed for bankruptcy. Today the surf industry is on the rocks, but we’re doing great because we’re riding our own wave.

The Secret To Lasting Is To Keep Playing Your Own Game

I’ve been in business for over 60 years. I’ve survived bad times. I’ve thrived in good times. I believe the secret to lasting is never sitting still. Some people see change as a threat. They hate it. I thrive on it, as does every ecosystem as well as every business that cares about its legacy in the making. I’m not talking about change for the sake of change. I’m talking about evolving and adapting as if you intend on being here a hundred years from now; it’s about never losing sight of where you came from or what inspired you in the first place.

Although we try to run Patagonia as if it’s going to be here a hundred years from now, I tell my employees that doesn’t mean we have a hundred years to get there. Continuous change requires a sense of urgency. That’s why my job these days is to combat complacency and instigate change. There’s a falconry term—yarak—that means super-alert, hungry, and ready to hunt. Along with our other leaders, one of my responsibilities is to keep the company in yarak.

The best way I keep us from sitting still is by using what I’ve learned to educate and inspire the next generation of leaders, which includes the following:

• Have an ambition to develop better tools.
• Growth can be toxic, though culture can be a tonic.
• Move people, not just products.
Be distinct in everything we do.
• Evolve and change to remain unique.
• Long-term values can guide quick decision-making every day.

As the authors of this book say, “The making of a legacy is personal, behavioral, influential, unconventional, and perpetual.” These lessons don’t expire, and through education they can transcend generations. So I share my story—as I have here—to pass my legacy forward for others to carry on.

The business world talks about the importance of long-term thinking in a short-term world. It’s true, though it’s never easy. Conventional business will fight you every step of the way. Long-term investments in programs such as our brand’s employee childcare center and our pollution standards always look negative on our financial ledger. But because we think long-term, we know we have responsibilities beyond our conventional bottom line. So do you. So does every great brand leader.

You may already believe that your culture is your product, not what you sell. You may also believe, like me, that companies shouldn’t exist simply to be sold for a profit and broken apart. Of course, this isn’t how conventional business works. Conventional business treats companies like fatted calves to be auctioned to the highest bidder in the shortest amount of time. It’s the American way. It starts when we’re young, when they say, “Okay, kids, line up on the starting line and let’s see who can run the fastest! Now line up over here, kids, and let’s see who can jump the highest!” That way of thinking produces one superhero and a bunch of losers. But, I wanted to do something different. I always have.

Growing up, I was as good as anybody at baseball and football and other sports. But when it came time to line up and perform for a crowd, I couldn’t do it. So I’ve been a climber, a kayaker, a falconer, a Telemark skier, a spear fisherman—all noncompetitive sports. All individual pursuits where your only competition is how high you set your personal ambitions.

That’s my advice to you as you build your legacy in the making: Invent your own game. Ask yourself what you hope to get out of this life, let that enduring ambition guide you, and if the right tools don’t exist to accomplish it, design your own tools. Be the only person who does what you do the way you do it. That way, you will always be the winner.

~Yvon Chouinard, Founder of Patagonia

Contributed to Branding Strategy Insider by: Marc Miller and Lucas Conley with the permission of McGraw-Hill. Excerpted and adapted from Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World

The Blake Project Can Help: Please email us for more about our purpose, mission, vision and values and brand culture workshops.

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

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10 Summer Pieces I’m Eyeing From The Men’s Section

Overall, my style tends to be pretty frilly — ruffles, sheer fabrics, long skirts, bows, and florals are all mainstays in my wardrobe. But as I’m getting older, I’m realizing: Why should we commit to just one aesthetic? Just because I love a good midi dress or puffy-sleeved top doesn’t mean I can’t also dabble in, say, normcore — even if that means wearing clothing that’s more “masculine” than what I usually go for. So, in an effort to expand my look, I’m giving that whole dad-on-vacation look a try.

It just so happens that the best place to get these staples is straight from the men’s section (yes, it’s that easy). While some womenswear labels have reworked pieces like the chunky sandal, the fanny pack, and the graphic tee, attempting to make these ironically-trendy pieces actually trendy, if you want the best version of the items ahead (and that cool, oversized fit), we suggest going straight to the source.

Since it’s 2018 and all clothing should be fair game regardless of whether it’s designated as ‘men’s’ or ‘women’s,’ here are 10 pieces I’m borrowing from the boys — just because I can.

The Long-Sleeved Skater TeeWith bike shorts or denim cut-offs, this will become a vital part of your weekend uniform.

Jaw x Jaw Shop, $130, available at Tictail

Baggy ShortsTrust us: These will look sweet with a plain white tank or crop top.

The North Face, $35, available at Urban Outfitters

The Bucket HatShield the sun in the most stylish summer staple.

Acne Studios, $130, available at Acne Studios

Crew SocksSometimes you just need a good, thick sock for your Nikes or Vans slip-ons (or, if you’re really feeling the aesthetic, with a pair of pool slides).

Kith x Stance, $18, available at Kith

The Rain JacketBecause those summer storms are inevitable, and I refuse to buy another deli umbrella.

Noah, $988, available at Noah

Swim TrunksSheer muumuus are cool and all, but I would much rather throw on some striped trunks as a cover-up. Over a one-piece, it’s a look that can take you from the water to the bar with ease.

Onia, $145, available at Onia

The Fanny PackIf you still haven’t hopped on board, what are you waiting for? These hands-free life-savers are key for summer adventures.

Nicce, $28, available at ASOS

The Graphic T-ShirtForget that white Gucci logo tee everyone has; this one stands out in the crowd.

Gucci, $480, available at Mr. Porter

The Crewneck SweatshirtFor chilly beach sunsets and Friday nights in.

Outdoor Voices, $60, available at Outdoor Voices

Statement JeansIf we’re talking menswear, we’re talking Raf Simons, and as a fan of the 1981 film Christiane F., these jeans are the perfect excuse to go a little punk this summer. (And, yes, black jeans are a year-round staple).

Raf Simons, $947, available at MatchesFashion.com

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Read more: refinery29.com