The Cowboy Way #73

Yes, I’m officially embracing the cowboy way.

Growing up on a working ranch, I learned the basics before I fully understood them.

As it turns out, the true value sank in later—usually when I found myself repeating my dad’s one-liners or when I became a dad myself.

It's funny how those truisms age well, and you appreciate them more over time.

As you know, the digital noise is peaking, trust is tanking, and the algorithm never taught anyone how to saddle up for real-life’s challenges.

Having kids makes you rethink the legacy you’re building and the actual wisdom you want to pass down.

For me, it’s simple: the code I learned in boots and dust still beats any “growth hack.”

After losing my dad in 2020, it became a mission to keep that code alive—his code, ranch dirt and all.

That’s what I shared at PartnerStack’s Stack’d event in New York, and it’s what I live and breathe at RBL.

The talk highlights how RBL approaches affiliate marketing in a different way that can help brands address the “Trust Gap” - tapping authentic third parties to build trust, provide value, and drive incremental revenue.

The Cowboy Code isn’t about cliché. It’s about:

• Living with courage (when that’s the harder call)

• Taking pride in your work (even when no one’s watching)

• Finishing what you start (every time)

• Doing what has to be done (especially when it’s uncomfortable)

• Being tough but fair (soft on ego, hard on standards)

• Keeping promises (your word is your bond)

• Riding for the brand (yours, your team’s, your family’s)

• Talking less, saying more (brevity is the soul of wit, Amazon writing style)

• Knowing some things aren’t for sale (like authenticity, your relationships)

• Drawing the line when it matters (ethics, not just profits)

If you haven’t yet read “Lonesome Dove,” you’re missing out.

A classic western saga that transcends genre through authentic characters, vast landscapes, and a story of grit and friendship.

It captures the spirit of adventure, the trials of leadership, and the core of the cowboy code: loyalty, honesty, and perseverance.

You might be entertained and learn something, even if your “ranch” is a spreadsheet.

And to a north star—legend and friend Bob Feist—thank you for demonstrating what riding for the brand really means. Here’s to carrying the torch.

He joined me on the Always Be Testing podcast, where we discussed how few businesses adopt the cowboy code and some of his recommendations for success in both business and life.

Why care about the Cowboy Code?

Persistence, Fairness, Integrity, and Courage.

A wise man once said: “You Got to Stand for Something or You’ll Fall for Anything.”

— Tye