I truly believe that writing something worth reading with the Cowboy Code of Ethics as my source of inspiration may be one of the most challenging things I have added to my list on the 365 day writing journey. Why you might ask? Well, as succinct and direct as each statement of the Code is, each sentence is literally packed with wisdom and profundity. Today’s segment of the Code is no different than its predecessors.
Today, the part of the Cowboy Code that demands attention is this: “Ride for the brand.” What the heck does THAT mean? I sorta got it when I first read it but then I wasn’t so sure. Since I was a bit at a loss, I decided to do a little research to see if there were definitions or perspectives that might shed some light. I looked. There were!
Essentially, “Riding for the Brand means putting the welfare of your group above personal gain.” That’s pretty clear, don’t you think? Stop thinking about how a deal or situation or issue will benefit just you! Think in broader terms. Consider others. Act to bring about the greatest good for the greatest number.
In 2010, the State of Wyoming become the first state in the United States to adopt a State Code. Guess which Code they adopted! You got it! The Cowboy Code of Ethics! They use the Code as a foundation to teach students of all ages about the core values that drive people to create great communities.
Nathan S. Collier wrote, “’Riding for the brand’ is an expression from cattle ranching days of the American ‘Old West.’ Most literally, the brand referred to the way cattle were marked to indicate ownership, but its meaning goes deeper.
The brand was a ‘ranch’s trademark and represents pride, duty, and stewardship while inspiring loyalty, dedication, and cowboy camaraderie.’ (MontanaBunkhouses website). When you rode for the brand, it meant that you had signed on to the mission, that you had committed, that you were a dedicated team player. If you weren’t, then you had no business being on the ranch’s payroll.'”
There is a poem called “Riding for the Brand,” by Paul Harwitz. Here is a brief excerpt for your reading pleasure:
“…it means that you don’t work just for a buck,
But ‘cause you need work like water’s needed by a tree.
“It means you can be trusted, and that you trust each pard,
To do the chores that are needed, no matter how hard,
‘Cause you’re all riding for the same outfit,
And you’re all striving together to benefit it.
“It means you keep searching for that one last stray,
Even though it’s the end of the day,
Even though you’d rather stop and go to town.
It means you don’t lay your responsibility down.
“It means you give an honest day’s work for an honest day’s wage,
Whether you’re in the corral or out riding the range.
Every job’s important, and there ain’t none that ain’t.
It’s not the cowboy way to quit though it’d be easier to say ‘I cain’t.’
“It means you’ll not complain when you help dig a well,
Nor even have to be asked to spell a tired cowpoke who’s stove-up.
It means you’ll work with others as well as you’ll work alone,
And that even when you’re tired to the bone, you’ll cowboy-up.
“That’s what it means, that, and a whole lot more.
It means that you’ve got pride in yourself, your job, and the land…”
What is Riding for the Brand and what does it mean to you and me? Well, Riding for the Brand means that we put Purpose in the saddle of our dreams, beliefs and actions. It means that we look within before looking without so that we will be better able to address the concerns of the community. It means that give our best (even when our best is only 68% of who we can be). It means showing up, day in and day out, and doing the work that is necessary. It means that we “live outside the box” of convention. It means that we sacrifice and give and love and support and encourage and believe. It means that we “Buy In” and “Live Up!”
How about you? Won’t you join me as I “Ride for the Brand?” Thanks!
Peace!
Mark E. Hundley
