Fundamentals First is a philosophy that resonates throughout life and in all that we do. It means working on the very basic founda-
tion of any activity that we pursue. Master the fundamentals first, lay a strong foundation, then gradually improve performance with
hard work, dedication, determination, discipline and good decisions. Success without a strong foundation is typically short-lived.
Mathematicians unlock mysteries of the universe only after learning to count to ten and then knowing what to do with a plus or
minus sign. Great literature is created when the author first understands those 26 symbols known as the alphabet and then learns
to arrange them in ways that are meaningful and even poetic. Baseball players will be great once they master catching, throwing
and hitting a baseball in order to make it on base.
The cattle business is no different. The fundamentals must come first. A great cow herd is created by focusing on the cow and
what makes the cow great. Fertility, udders, feet, frame size, fleshing ability and disposition are the fundamentals that create a
strong foundation. We’ve all heard it time and time again; a cow must be able to get pregnant and wean a calf, year in and year out.
Their udders must be a functional size to provide ample milk, but not so large the calf can’t suckle. Their feet must be able to with-
stand miles of walking over difficult terrain without their hooves cracking or structurally failing. Their frame size and fleshing ability
must match the resources available and, in most instances, the more moderate and easier fleshing, the better it is for your wallet.
And finally, disposition; we absolutely do not tolerate poor disposition. A cow that wants to hurt someone every time she is handled
or wants to flee to the far corners of the pen has no place in our herd. Our kids and parents work by our side throughout the year
and we want them safe. Just as we want you safe when you take home one of our bulls. Those are the fundamentals. They come
first.
We’ve discovered that focusing on these very basic fundamentals and never losing sight of them create not only great cows, but
great bulls. The bulls you see in this sale are a result of over a decade of commitment of putting those fundamentals first. We are
very pleased with the offering that we have assembled for you this year.
The principal of Fundamentals First also applies to you, the customer. Along with a solid product, customer satisfaction is another
important fundamental that great businesses are built upon. Without a satisfied customer, the greatest product in the world will
have no one to buy it. We stand behind our product. Period. No exceptions. That is our unwavering commitment to you.
We are in this business to produce great cattle for
you for many years to come and you are a funda-
mental part of our business. Every bull on this sale
is functionally sound in the feet and their dams
have good udders. They are fertile, moderate, easy
fleshing and have a good disposition. Returning to
my baseball analogy, putting those fundamentals
first make them a solid base hit. And base hits win
games.
Thanks for being a part of the team,
ST. EDWARD, NE
Wayne Choat
402-920-1419
Dave Stodola
402-981-1586
Welcome to the Sale...
The Wayne Choat Family - Ready to watch the Rockies play the Dodgers.
