Florida, 1991. A group of 10 executives have just left an emergency meeting with Dr. Michael Kami, the top company advisor in the US, who has strongly advised the group to get new jobs and sell their company.
In amongst this group sits its 53 year old founder, Yvon Chouinard, who has a very different idea on where to take his 18 year old company.
But in less than a year, prophecy starts to meet reality but instead of hastening this reality — a reality of a 40% drop in sales and countless lay offs — Yvon decides to do something even more surprising.
Yvon invites his top executives on a trip to the far reaches of the Americas, to Patagonia in southern Chile. This decision would be a vital turning point in the fate of their company and ultimately their lives but this is not the first time Yvon has taken a trip to Patagonia.