Why has the cowboy been the symbol of America, around the world, for almost 150 years? Bill believes it is because the working cowboy chooses to live by a set of principles, known as “The Code of the West”. It is based on living with courage, doing an honest days work for an honest days pay, keeping your promise, being tough yet fair, duty to your outfit, showing respect and good manners around women & children, saying what you mean and meaning what you say, and most of all being a man of your word The Code of the West, is not a set of rules he is forced to obey, but a way of life, seen and experienced by observing generations of integrity and character from his family and other ranch hands he has worked alongside over the years. When a cowboy gives his word, makes a sale, or promises to get the job done, no matter what, he seals the deal by offering his hand as a covenant ; more valuable than a signed contract, absolutely unbreakable, as good as gold, and pledges that his word is his bond. It clearly displays, The Measure of A Man.