… current efforts by other companies – to articulate the elements of responsible business for our time. Patagonia, named by Fortune in 2007 as the coolest company on the planet, has … current efforts by other companies – to articulate the elements of responsible business for our time. Patagonia, named by Fortune in 2007 as the coolest company on the planet, has … current efforts by other companies – to articulate the elements of responsible business for our time. Patagonia, named by Fortune in 2007 as the coolest company on the planet, has …