Therefore, also communicate about setbacks, dilemmas and pitfalls. This shows that Fax Lists you are a real company where real people work and where mistakes are made. But also how you deal with it. And if you do that right, it sets your company apart from all the others, thus having a positive impact on your image. It also makes your organization more human and therefore more attractive. New insights Let's look at an Fax Lists example: clothing manufacturer Patagonia. Patagonia stands for quality and durability. The company has been around since 1978 and has undergone many developments in its almost 45-year existence. One of those developments is the transition to organic cotton. Patagonia switched to organic cotton in the mid 1990s. The Fax Lists organization did not just do that: it had already had some negative experiences with the conventional production method, which was positively known at the time. An example: In 1988, we opened our. Patagonia Boston store, and shortly after stocking the shelves with products, our employees Fax Lists started experiencing headaches. The cause, we determined, was poor ventilation and a build-up of formaldehyde Fax Lists umes being released from the clothing. The event awakened our sense of responsibility. Employees of the organization got headaches from poor ventilation and harmful fumes from new clothing. Patagonia communicates openly and honestly about it. And the company shows how it handles it. It was the first sign on the wall for the cotton production and processing by the clothing producer at the time. Fax Lists Patagonia's Attitude. The story continues with the company's previous attitude towards raw materials for clothing Fax Lists production: Years before […], no one at Patagonia thought about the need to stop using conventional cotton Fax Lists Cotton had a reputation as being a natural and healthy alternative to synthetic fabrics. What could be bad about something that started out as a plant? The company went along with the idea that cotton was a natural Fax Lists and healthy alternative to synthetics. That turned out not to be true: A few years later, we commissioned an independent assessment of the environmental impacts of the fibers most commonly used in clothes, including cotton.