In today’s CEO Daily: Diane Brady talks to Patagonia CEO Ryan Gellert.The big story: Peace deal in Gaza.The markets: U.S. futures are down; global markets are mixed.Plus: All the news and watercooler chat from Fortune.Good morning. Consider the challenge of leading Patagonia. Your founder transferred his ownership of the company to a trust and nonprofit three years ago, declaring “Earth is now our only shareholder.” Your job is to sell clothes while educating your customers that your industry hurts the planet and they probably buy too much. And your mission to combat climate change becomes politicized, making your brand a target for accusations of bias and fear-mongering, not to mention at odds with a U.S. president your company sued during his first administration.In this week’s episode of Leadership Next, Kristin Stoller and I talk to Patagonia CEO Ryan Gellert about his strategy for sustainable growth. Among the takeaways:Be Aspirational. Nobody wants to buy apparel from Debbie Downer. (“Hey, fat cat, wear this coat on that melting glacier.”) Patagonia positions itself as the gear you wear to go climbing, skiing, fly fishing, careening off cliffs, and otherwise celebrating the great outdoors. “We are really proud of the product that we make,” said Gellert. “We do everything we can to minimize our footprint and we spend a lot of money doing it on performance innovation.”Seek Impact. “Solving real problems on behalf of your employees, your customers and the communities you exist in. To me, that’s a pretty good definition of leadership … If it were easy, I’m not sure the title ‘leader’ would apply.”Have fun. Founder Yvon Chouinard wrote about setting a tone of trust and balance in his book, “Let My People Go Surfing.” Gellert says that informal culture is baked into the brand, making it “a pretty special place to work,” with its Ventura headquarters located close to a beach. Gellert’s sport of choice is rock climbing: “It’s absolutely addictive.”Face Facts. Gellert met with us hours after President Trump dismissed climate change as a hoax during a U.N. address. “I will tell you this: science is undefeated, and if you step out of a window from the third floor talking about how gravity doesn’t exist, you’re still going to hit the ground,” Gellert told us. “When this era passes, these problems will be with us, and that, I think, is something that all of us, particularly those of us that bask in the glow of the title leader, really give serious thought to right now.”You can check out our full conversation on Apple and Spotify, as well as YouTube. Also, Fortune this morning published Europe’s 100 Best Companies to Work For, with our editorial partner Great Place to Work. Click on these links to find out how AbbVie holds leaders accountable, Cisco uses AI agents, DHL Express trains supervisors, Hilton adapts to different cultures, the world’s largest call center operator blends AI with emotional intelligence, and the Nordic approach builds engagement. And please join me for a special webinar with Great Place To Work CEO Michael C. Bush and business leaders from this year’s list on Oct. 16 at 8:00 AM ET. I look forward to a lively discussion about how these leaders – and you – can navigate new challenges without compromising on values or long-term success. Click on this link to register for the webinar.Contact CEO Daily via Diane Brady at diane.brady@fortune.comThis story was originally featured on Fortune.com