Brad Morgan started with a dairy farm, unfortunately after the decrease in prices of dairy products the farm was not earning enough. In order to sustain the farm, Brad Morgan decided to venture into a new product, which is manure compost. This idea came from the notion that it cost him round $25,000 to properly dispose the manure, and so in order to decrease his expenses he thought of making use of it. He did research and many people discouraged him given that the cost of producing manure compost ($9.00) was higher than the expected earning per yard ($3.00). However, despite this he continued and argued, “To question a developing new market for a product that hasn’t ever been developed yet, to me I think people are narrow-minded when they draw the line that quick.” With the equipment ready, he started composting the manure, and in order to effectively produce it, he hired Joe Scrimger, a consultant with expertise in soil biology. Joe taught him the idea that if an individual is to market a product: he or she should not accept average, and create a product that is better than anybody else can make. …show more content…
He practiced universality in a sense that his products are tailored to cater many market, this also manifests respect for the tastes of one’s trading partners. Enterprise and Alertness, in sense that he assures mutual benefit between him and his clients. The practice of Trust and Trustworthiness can be observed in the way Morgan trusted his consultant’s judgments and able to put the criticisms made into good use and the way Morgan is being trusteed buy his clients. Lastly, Non-rivalry was seen when he was willing to partner with different farms in order to sustain the growing demand for