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How a Short-Term Sacrifice Can Lead to Long-Term Benefits

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In 2011, Patagonia ran a full-page ad in The New York Times that featured its best-selling R2 coat below a banner that read "Don't buy this jacket." Published on Black Friday, one of the most profitable shopping days of the year in the U.S., the unconventional ad copy continued on to detail how Patagonia's products...

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