That turned out not to be true: A few years later, we commissioned an Fax Lists independent assessment of the environmental impacts of the fibers most commonly used in clothes, including cotton. We learned that conventional cotton fields—while comprising only 2.5 percent of the world's cultivated land—used Fax Lists percent of chemical insecticides and 10 percent of pesticides used in agriculture. With this example, the company shows that it has progressive insight. Cotton production is polluting and especially in view of the ubiquitous use of pesticides, bad for nature. That is why the organization describes that in Fax Lists the mid-90s it converted its entire clothing line to organic cotton. That was not without a struggle: The decision to drop conventional cotton caused a quiet Fax Lists revolt throughout the ranks, which was understandable as we had to create our own organic cotton supply chain Fax Lists Patagonia communicates openly about mistakes made and about advancing insight. This has a positive effect on the image of the organization, because all stories can be directly related to the core values of the company. In this case, the story of the transformation from traditional cotton to organic cotton shows how Fax Lists the company was committed to sustainability as far back as the 1990s. Also read: 5 possibilities for effective storytelling The Misadventures of Tony's Fax Lists A second example: the setbacks in Tony's Chocolonely's brand story . The founder of Tony's Chocolonely, Teun van de Keuken, wants to bring about a change in the chocolate industry. He discovers in the program Fax Lists van Waarde that there is still a lot of slavery in the chocolate industry. That's why he reports himself as a chocolate criminal. Immediately he has to deal with the first setback. His declaration is rejected: Fax Lists.