"In early 2010 I threw everything I knew about the business side of building surfboards out the window. It's no longer about having every type of surfboard model possible. Rather to simplify and focus on a handful of high-performance shortboards that I can consistently offer to surfers that want to push their own limits each time they paddle out. Whether it's 2 foot or 10 feet." "It's no longer about the idea of building a huge corporate brand, how many boards I sell or bottom lines. It's about surfing. It's about the surfers and the boards they ride. Their feedback, Their input, Their comments, Their voice. It's about building upon the relationships I have with each and every surfer who rides one of my shapes."