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Michael 'mc' Crooke, PhD, is the Co-Founder of WAYB, a company focused on creating sustainable children's products, and has held the position of Avamere Professor of Practice at the University of Oregon since 2012, where Michael directs the MBA Advanced Strategy and Leadership specialization. With extensive experience in leadership roles across various companies, including serving as CEO at Patagonia and prAna Living, Michael has held significant positions on multiple boards, including as Chairman of the Board for Avamere Family of Companies and Principal at FifthNormalForm LLC. Michael's academic credentials include a PhD in Management from Claremont Graduate University, an MBA from Humboldt State University, and a BS in Forestry, also from Humboldt State University, complemented by military training in the US Navy.