SEER Symposium

The Entrepreneur's Tragedy of Choice

Funded by the Generous Support of the Magill Family

Entrepreneurs making strategic decisions with conflicting values embedded in their company's culture...The Tragedy of Choice.

Date: November 4, 2011

Location: Pepperdine University, Drescher Graduate Campus, Malibu

Room: LC 150 (Drescher Large Auditorium) 

Agenda:

8:30 – 9:00           Check-in

9:00- 9:05             Welcome by Moderator Michael Crooke

9:05 - 9:55            Kathleen Rogers, President of Earth Day Network

10:00 - 10:40       Casey Sheahan, CEO Patagonia

10:40-11:00         Break   

11:00-11:50         Scott Kerslake, Founder of Athleta and Current CEO or Prana

11:55-12:45         Nate Smith, CEO of Ipath

12:45-1:00           Closing Remarks

1:00 - 2:00            Lunch - Executive Dining Room

Introduction:

When does finance outweigh the social or environmental values?  When developing a great product or service, do the environmental or social values sometimes go against the product/service managers' desires to have the best?  
 
Any organization rooted in strong values is destined for occasional conflicts and challenges as it executes its strategic plan. And as an organization grows and inherits complex issues, its leaders will undoubtedly face decisions that will test the fundamental vision of the company, demanding management to reconsider priorities. This year's Magill Business Symposium will explore the nature of business as it may tempt you to compromise the DNA of your firm.  
 
Join Pepperdine University for a dialogue about maintaining and preserving the soul of your business by using the SEER business model, which encompasses a quality product/service, financial strength, corporate social responsibility, and environmental stewardship -- businesses are able to drive growth and give back.

Moderator Bio:

Michael W. Crooke, Ph.D.

Dr. Crooke is an Assistant Professor of Strategy at the Graziadio School of Business and Management (Pepperdine). Dr. Crooke’s dissertation business model was used as the framework to launch the school’s new Social, Ethical, and Environment Responsibility (SEER) Certificate Program in 2010, and he teaches the capstone course for this program in the spring trimester. He also teaches the capstone MBA Strategy course which students complete the semester before graduation.

Michael Crooke is concurrently an independent consultant counseling various high-growth businesses on strategic issues and, in particular, developing direct to customer strategies that create an emotional connection (loyalty) to the brand. He also serves as a member of the board of Miraval Resorts, participating in strategic decision making regarding branding, marketing, and compensation. Other boards include: Competitive Cyclist (recently sold to Liberty Media), Kevita LLC- a probiotic drink company with national distribution in Whole Foods, and ReVolve electronics.  Most recently Crooke led the successful turnaround and repositioning of prAna LLC, an outdoor industry clothing company.  As CEO, Crooke and his team divested unprofitable operations, developed new strategies and completely revamped all aspects of the operations in order to scale.  The company is now profitable.

From 2005-2007 Crooke was the founding CEO of Revolution Living, a group of companies working to change the way consumers and brands interact.  Revolution Living was founded on the principle that business success is predicated on a commitment to corporate citizenship, environmental stewardship, product/service quality, and financial strength. In 2007-2008 Crooke served as the senior advisor to Revolution.

From 1999 to 2005, Crooke served as President and Chief Executive Officer of Patagonia, Inc., and Patagonia’s parent company, Lost Arrow Corporation. He succeeded Yvon Chouinard, Patagonia’s founder, in taking the Lost Arrow post. Patagonia, a designer and distributor of technical outdoor clothing, is widely known for its commitment to product quality and environmental responsibility.

Prior to his arrival at Patagonia, Michael served as CEO/Chairman of Pearl Izumi, the premier manufacturer of cycling and performance apparel based in Colorado. In addition, he was Managing Director of legendary backpack innovator Kelty Packs for several years and has also worked in senior leadership roles with other outdoor companies, including Yakima and Moonstone Mountaineering.

Michael currently serves as a director of the following non-profit boards: Earth Day Network, founded by Denis Hayes, the co-originator of Earth Day; Cate School, located in Carpinteria. He has also held director positions on the boards of the following organizations: 1% for the Planet founded by Yvon Chouinard; Channel Keepers (Santa Barbara chapter), founded by Robert Kennedy; Patagonia, Inc.; and the Conservation Alliance, the outdoor industry’s environmental grant-giving organization, including one year as Board President.

Crooke holds a Ph.D. in management from Claremont Graduate University. His dissertation examined the role of values (CSR) in high performance organizations. Crooke holds a B.S. in Forestry and an MBA from Humboldt State University. Early in his career Crooke served as a Navy SEAL with Underwater Demolition Team 12 (UDT12) for four years, after successfully graduating from BUD/S training class 89 (Basic Underwater Demolition/SEAL).

Speaker Bios:

Kathleen Rogers, President of Earth Day Network

Kathleen Rogers, President, has worked for more than 20 years as an environmental attorney and advocate, focusing on public policy, international law, litigation, and community development. Under Kathleen's leadership, Earth Day Network has developed a significant role in advancing the new green economy and has transformed into a dynamic team of year-round policy professionals and activists.  Earth Day Network now reaches out to new constituencies, including young people and people of color, and integrates civic participation into each of our programs and activities.

During her tenure as Chief Wildlife Counsel for the National Audubon Society, Kathleen directed several programs, including its international trade, migratory species and biodiversity policy initiatives.  While with National Audubon, Kathleen was Environmental Representative on the United States Delegation-Free Trade Area of the Americas (FTAA).  She was also responsible for bringing the first citizen complaint before the Commission for Environmental Cooperation, the tri-national agency formed to oversee North American environmental issues.

Kathleen has held senior positions with the Environmental Law Institute, Piedmont Environmental Council, two U.S. Olympic Organizing Committees, and the United Nations Conference on Women. She has also worked for Garth Associates in New York City and the Beveridge & Diamond law firm. Kathleen was editor-in-chief of the law review at the University of California-Davis, and clerked for the Honorable John Pratt at the United States District Court for the District of Columbia.

Kathleen Rogers was named one of 2010’s top working mothers by Working Mother magazine. She has also been featured as Power Player of the Week on Fox News Sunday with Chris Wallace. Most recently, Kathleen was awarded the Luminary award by Womensphere and the Urban Zen Foundation, given to women who are inspirations in their fields.

Casey Sheahan, CEO Patagonia

Casey Sheahan currently serves as President and Chief Executive Officer of Patagonia, Inc., and Patagonia’s parent company, Lost Arrow Corporation. Patagonia, a designer and distributor of technical outdoor clothing, is widely known for its commitment to product quality and environmental responsibility. As a member of 1% for the Planet, Patagonia pledges to donate a least one percent of its annual sales to promote conservation and preservation of the natural environment.

Casey, a long-time outdoor industry veteran, came to Patagonia from his post as President of Kelty, Inc. Prior to his tenure at Kelty, he served as Vice-President of Marketing for Merrell Footwear and was Category Marketing Manager at Nike ACG. In addition to his diverse management background, Casey brings a breadth of skills in the fields of writing, marketing and sales. He has edited for several outdoor-inspired publications including Runner’s World, Marathoner and Nordic World and was editor and publisher of POWDER Magazine in the late 1980s. He is aligned with a number of environmental organizations and served as President of the Conservation Alliance, a non-profit organization of outdoor businesses whose membership dues support grassroots citizen-action groups and their efforts to protect wild and natural areas. He is a co-founder along with his wife, Tara, of the Conscious Global Leadership Institute, whose mission is to “share best inner practices for inspired, heart-centered leadership.”

Casey is a lifelong skier and fly-fishing enthusiast. He has a personal affinity for cycling, paddling and all water-related activities, as well as backpacking, sleeping on the ground and spending time with his family.

Scott Kerslake, CEO prAna Living, LLC

Scott Kerslake is CEO of prAna, (www.prana.com ) the successful apparel and lifestyle brand for men and women, rooted in active lifestyle, yoga and outdoor adventure.   The company currently has over 100 employees and is considered the fastest growing brand in the women’s segment of the outdoor industry (according to Leisure Trends). prAna sells its products through 1,600 wholesale dealers as well as through its own retail stores, catalog and online site.

Prior to prAna, Scott was the President of Miraval Life in Balance™ (www.miravalresort.com ) the number one ranked destination wellness spa and resort in the world (Conde Nast, Spa Finder and Travel & Leisure).  At Miraval, Scott architected the company’s strategic plan and internal organizational development plan to grow and scale the business.  Scott was also instrumental in the re-branding of the resort for broader positioning as a consumer wellness brand. 

Prior to Miraval, Scott founded and was Chairman and CEO of Athleta Corporation (www.athleta.com ), widely recognized as one of the premier brands in the women’s sports and active markets. Athleta offers high quality functional apparel, footwear and accessories for active women and utilizes a multi-channel, integrated marketing (catalogs and online) effort to reach its customers. Scott was the  creator of the Athleta brand, its strategic plan, and internal cultural development.   The New York Times, CNN and Chicago Tribune referred to Athleta as one of the most progressive and employee friendly organizations in the U.S.

Prior to Athleta, Scott worked in San Francisco, CA and Cambridge, MA as a management consultant for Sapient Corporation (www.sapient.com ), where he helped open and grow the San Francisco office from 3 to 250 employees and also oversaw the company's marketing efforts.  Scott began his career in investment banking with Salomon Smith Barney in New York, NY.  Scott is a graduate of Boston College. 

Scott is a board member of the Stanford Center On Longevity (http://longevity.stanford.edu/) where he has worked on strategy, technology translational efforts and is a member of the Center’s Board.

Scott is an avid outdoorsman and spends as much of his free time as possible cycling, surfing and being active.

Nate Smith, CEO Ipath

Nate is currently the President of Ipath, an action sports footwear brand based in Encinitas, CA. Ipath was purchased from Timberland in January 2011, and he has led the company through the acquisition and ensuing office move and strategic planning process.

Prior to this, Nate served as President, West for MV Transportation. MV Transportation is the largest privately-held transportation management company in the United States. In this role, Nate held responsibility for 75 divisions across the western US, comprising over $450M in revenue and 6,000 employees.

From 2002-2008, he held various positions at Patagonia, Inc., ultimately serving as Vice President, International. In this capacity, he had responsibility for company operations in Europe, Japan, Canada, Argentina, and Chile, as well as distributor relationships in ten Asian and South American countries.

Prior to his arrival at Patagonia, Nate served as Product Marketing Manager at Glenair, Inc., a manufacturer of electrical connectors, fiber optics, and composite accessories. In addition, Smith served as a Navy SEAL for nine years, leading teams in operations in over 20 countries.

Smith holds an MBA from the University of Chicago Booth School of Business and a B.S. in Political Science from the United States Naval Academy.