The hardy individuals who lived in the West felt bound by these unwritten rules that centered on integrity, hard work, self-reliance, and loyalty. In the West we hold in reverence the freedom of wide open spaces, a life built on respect, and a rugged competence that is seemingly vanishing from the American Landscape.
Some things are worth protecting.
- Live each day with courage.
- Take pride in your work.
- Always finish what you start.
- Do what has to be done.
- Be tough but fair.
- When you make a promise, keep it.
- Ride for the brand.
- Talk less and say more.
- Remember that some things aren't for sale.
- Know where to draw the line.