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#105 Why Losing the Cowboy Code Is Hurting Modern Business Ethics with Bob Feist - Always Be Testing | Wave AI Podcast Notes

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#105 Why Losing the Cowboy Code Is Hurting Modern Business Ethics with Bob Feist

Always Be Testing

Tue Oct 21 2025

Summary

Always Be Testing Podcast #105

Episode Title: Why Losing the Cowboy Code Is Hurting Modern Business Ethics
Host: Tye DeGrange
Guest: Bob Feist
Date: October 21, 2025

Episode Overview

In this episode, Tye DeGrange welcomes rodeo legend and entrepreneur Bob Feist for an insightful conversation about the “cowboy code” – the unwritten set of values and ethics that shaped behavior in the American West – and its relevance (or absence) in today’s world of business, marketing, and particularly affiliate and performance marketing. Drawing from Bob’s decades-long rodeo, media, and entrepreneurial career, the episode explores real-world stories, practical lessons, and hard-won wisdom on living and leading with integrity.

Key Discussion Points & Insights

1. The Cowboy Code: Definition & Relevance

What is the Cowboy Code?
- An unwritten set of ethical rules that guided cowboys in the American West: honesty, sincerity, courage, loyalty, fairness, and pride in one’s work ([03:00]).
- Still embraced in rural communities and visible in classic literature and modern pop culture, e.g., “Lonesome Dove” and “Yellowstone.”
Why Does It Matter to Business?
- Bob and Tye discuss the loss of trust in business and marketing (“the trust gap”) and how the cowboy code offers a blueprint for ethical conduct and authenticity ([02:30]).
- Affiliate marketing, when done right, can “bridge the gap” by embodying those old-school values ([08:00]).

2. Cowboy Principles & Business Parallels

Live Each Day with Courage ([05:38])
- Bob credits his generation’s courage to military service and early responsibility; brings this to business by facing uncertainty with bravery and resolve.
- “It’s no different than the Ten Commandments. I mean, it’s basically your commandments in your product and your work and what you do today.” – Bob ([06:11])
Ride for the Brand ([06:36])
- Loyalty and commitment to the organization’s vision; ties to modern company culture and leadership principles (e.g., Amazon’s “Disagree and Commit”).
- “If you have employees that do things the way you want them, they're riding for the brand and your principles.” – Bob ([06:53])
Pride in Presentation & Value ([13:40])
- Anecdote: Bob’s experience with food service and the importance of presentation echoes how agencies and marketers must frame and share their work effectively.
Persistence & Adapting to New Tools ([14:00]; [39:39])
- Bob recounts starting Roper Sports News on a shoestring budget, his transition to employing staff, learning new technologies, and always looking for the “better way.”

3. Notable Career Stories

Launching Roper Sports News ([15:37]–[18:33])
- On starting the pioneering team roping paper with $300 from his mother and a $100 bet; learning by studying the competition.
- Early refusal to take full-page cigarette/beer ads: “I didn’t want a turn-the-page publication...” ([20:29])
The Power of Sincerity ([09:10])
- Contrasting the transactional, insincere culture he saw in California with the genuine word-is-bond ethos he found at Oklahoma State.
Delegation & Leadership ([22:59])
- “You never saw a general driving his own Jeep... He was supposed to be thinking about what he’s going to do when he gets to where that driver’s taking him.” – Bob ([23:01])
- The lesson: delegate low-value tasks so owners can focus on strategy.
Perseverance in the Face of Adversity ([24:48])
- Weathering storms in business: “There’s no formula how to handle it. You have to kind of create that and handle it because it’s a one-time deal.” – Bob ([25:31])
Start with Small Wins ([26:10])
- Make your bed: “When you get up, finish what you started. And that's part of the cowboy code too. If you start something, finish it.” – Bob ([26:50])

4. Marketing & Business Lessons from Rodeo

Product Fit & Honest Selling ([46:49])
- “Be fair in all truthfulness. I just don’t think our product is for you... Don’t be afraid to pass that on and I’ll guarantee you it’ll come back and treat you right.” – Bob ([47:00])
Balancing Editorial Integrity and Commercial Interests ([22:07])
- Insights into how lasting publications balance integrity with advertiser demands.
Embracing Competition & Abundance Mindset ([47:37])
- “Your competitors, if they’re in this business, are helping your industry... Learn from them.” – Bob ([48:00])
Rewarding Employees & Team Loyalty ([38:46])
- “If you have a good product and they’re doing that product justice. reward them... Let them ride for the brand.” – Bob ([39:20])
Technology Adoption & Lifelong Learning ([39:39], [41:35])
- Importance of typing skills, learning new tech, and staying connected especially for older generations – “If I didn’t do the tech stuff I do, I’d be lost in this world today.” – Bob ([42:00])

5. Colorful Rodeo Anecdotes

Animal Personalities ([36:05])
- “Some bulls... when they had bucked somebody off, he would go around the fence, nobody’d catch him, and he would just look at the crowd and prance. Look what I did.” – Bob ([36:41])
Animal Welfare in Modern Rodeo ([37:13])
- Myths vs. truth about how animals are cared for; pride in protecting them.

6. Enduring Advice & Memorable Quotes

Financial Prudence ([44:55])
- “Stay within your means. I always got that. I’ve talked to you about affording to be poor.” – Bob ([45:03])
Authenticity & Relatability ([45:40])
- Story of Tex Earnhardt, a wealthy car dealer who drove beat-up trucks to show customers it was OK not to buy new.
Don’t Oversell, Respect the Customer ([29:50])
- “Life is like fishing... let them look at the bait, let them look at the product, and then do they want it or do they not?”

Notable Quotes & Memorable Moments

On Core Business Ethics:

“It’s basically your commandments in your product and your work and what you do today.”
— Bob Feist ([06:12])
On Authenticity:

“If they told you the sun was shining, you didn’t have to look out the window. It was.”
— Bob Feist on Oklahoma honesty ([09:23])
On Leadership:

“You never saw a general driving his own Jeep... he was supposed to be thinking about what he’s going to do when he gets to where that driver’s taking him.”
— Bob Feist ([23:01])
On Work Ethic and Small Wins:

“If you start something, finish it. If you get up in the morning, start your day off with making that bed and you are ready for the future.”
— Bob Feist ([26:48])
On Business Competition:

“Your competitors, if they’re in this business, are helping your industry...don’t make your competitor your enemy...learn from them.”
— Bob Feist ([47:37])
On Financial Wisdom:

“Stay within your means, afford to be poor. If you want to go somewhere in a torn t-shirt and drive an old car, all those are paid for year ahead.”
— Bob Feist ([45:03])

Timestamps for Important Segments

Introduction to Bob Feist – [00:20]
Defining the Cowboy Code – [03:15] to [05:38]
Living Each Day with Courage – [05:38] to [06:46]
Riding for the Brand (Loyalty & Culture) – [06:46] to [08:20]
Lessons from California vs. Oklahoma Business Ethics – [09:10] to [10:27]
Origin Story of Roper Sports News – [15:37] to [18:33]
Early Business Challenges and Unique Advertising Approaches – [20:29]
Delegation & Leadership Lessons – [22:59]
Advice for Hard Times and Resilience – [24:48]
Building Habits and Small Wins – [26:10]
Integrating Technology, Lifelong Learning – [39:39]
Animal Welfare and Memorable Rodeo Stories – [36:05] to [38:23]
Honesty in Sales, Referring to Competitors – [46:49]
Abundance Mindset with Competitors – [47:37]
Affording to Be Poor – [44:55]
Closing Reflections and How to Get in Touch with Bob – [50:05]

Key Takeaways

The cowboy code – honesty, pride, sincerity, loyalty, courage – is timeless and needed now more than ever in marketing and business.
Authenticity and word-is-bond sincerity build trust and lasting relationships.
Don’t chase money at the expense of editorial or product integrity; rewarding teams, serving customers honestly, and respecting the competition go further in the long run.
Embracing technology and lifelong learning is crucial—for all ages and especially for business leaders.
Success often comes from humility, resilience, “affording to be poor,” and staying true to your principles.

Contact Bob Feist:

Email: bobfeist@bfimail.com
Keep up with the Bob Feist Invitational online.

“If you have a product that you’re proud of...make it stand out to be something very special.”
– Bob Feist ([19:40])

For those looking to infuse their business with trust, resilience, and character—the cowboy way—this episode is a masterclass in legacy leadership and ethics.

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Transcript

A (0:00)

Foreign. Welcome to another episode of the Always Be Testing podcast. I'm your host, Ty degrange, and I'm here today with none other than Bob Feist. Bob, how you doing?

B (0:16)

Wow, Great, Ty, thanks for having me. This is quite a pleasure.

A (0:20)

Absolutely, absolutely. All the way from California, Bob is a true cowboy in every sense of the word. A member of the Cowboy hall of Fame, Arena Rodeo hall of Fame, hands down, one of the best rodeo announcers of all time. He was recently honored as a Ken Stemler PRCA Pioneer Award winner. Bob started the Roper sports news in 1968. It was the first newspaper to ever cover the sport of team roping. So as a result, a lot of folks refer to him as the godfather of team roping. His event, the Bob Feist Invitational, the BFI, as it's called, is the largest and richest one day open team roping event in the world. And it's entering its 49th year. Pretty amazing if you ask me. Country music legends and artists George Strait and Cody Johnson have emulated Bob's vision for team roping and have launched similar events. I believe you're going to be at Cody's event this week.

B (1:23)

Yeah, this week called a Kojo. There you go. There you go.

A (1:28)

And then for those of you that understand and follow sports and golf and like a little event that happens in the spring every year called the Masters, every year in Oklahoma in April, there's a little something called the Bob Feist Invitational and it's considered the Masters of team roping. So if you're into team roping, you should definitely. You already are there, you're checking it out and you're aware of it. So Bob is obviously very accomplished entrepreneur, a cowboy. True and true. Certainly a close family friend and mentor when I need inspiration. He is definitely my first phone call to get some perspective on things, which is always appreciated. He's been an inspiration for my business, Round Barn Labs. We've talked a little bit more about the cowboy code of lately and how it's kind of inspired what we are aiming to do and what we're doing. And so who better to be on the show than Bob and to talk a little bit about the cowboy code. For those of you who don't know what the cowboy code is, it's an unwritten set of rules, ethical guidelines and values that just shape behavior of cowboys in the American West. It's been featured in books, movies, as many of you have probably are aware. One of my personal favorites recent read is Lonesome Dove. Highly recommend it if you haven't read the book. Pretty good. Lastly here, bringing down the home stretch of my long winded intro. I often talk about the trust gap and how in business and in marketing, there's a lot of reasons why, through scandals and a variety of other reasons, people don't trust business like they used to, people don't trust business leaders like they used to, people don't trust marketing like they used to. And we talk a lot about how affiliate done the right way can kind of bridge the gap there. Certainly the cowboy code and kind of the ethical way of life and doing the right thing is something that we've appreciated and adopted and kind of used as inspiration. But again, no better person to talk to about this than Bob as a very successful, longtime entrepreneur and someone that lives and breathes the cowboy code. So without further ado.

B (10:56)

Well, I was always in agriculture in high school as an FFA and was a speaker for the 11 Western states and was very lucky to get chosen by that and was mentored by a lady by the name of Alice Lowry, who was from the University of California at Davis. And she took us around on tour and we went to Fort Collins, Colorado and different places and spoke. And I got to realize that there's so much more into life and. And it was kind of a God given talent, I think. I did announce some horse shows and things around home there, but I also was involved in riding and showing horses. And then I had an uncle that was a roper, and I decided to try some roping at that time and my skills. And of course, being young, you wanted to ride something that bucked. So I got into riding, bucking horses and bulls. And I wasn't very good at it, but they're not very good at all. So I went to college. I didn't actually go on the rodeo team. I did ride bulls there a little bit. But to have a horse and to do stuff back there was quite expensive to do it out of state. So there was about eight of us from Santa Rosa that were all going to college at Oklahoma State. And we were all in Ag, but Cliff Bath was probably the first one and Gary Noonan that decided that we were in a fraternity, Alpha Gamma Row, and we worked in the kitchen a lot to help pay our house bills. But when there was a barbecue, California kind of new hospitality, and as they do here in Texas with barbecues or people coming to your house. And the same in Oklahoma everywhere. But we had a little knack for the restaurant business because my family had been in it. It had grocery stores and then my cousin had a restaurant and my uncle. So we knew a little bit about fruit presentation. Well, Cliff came up with the idea, him and Gary Newton, that you can raise the best head of lettuce or the best beef in the world, but if it's not prepared and served right, it was a total waste of that animal from the start. Total waste of the seed of that plant that you planted is if somebody ruined it on the stove and presented it to eat, it was not good anymore. So Clif says we ought to get in hotel and restaurant management and we could make sure that the agriculture products get carried to the table. Right. And get presented to people. Right. So it kind of stuck with us. And they had a good hotel and restaurant school there at Oklahoma State. There was only four at the time. There was Cornell and Oklahoma State, then Michigan and and then also a city of San Francisco. College had hotel and restaurant school. So we switched over to that and it tied in really well with agriculture and knowing ag the way we did it was a very good sell.

B (32:15)

Yeah. Thing if you think of something or even driving to work, there ought to be a better way. A there is a better way. Trust me. Everything we utilize today, from the computers to the cell phones, everything, there's a better way coming out tomorrow. And you could be behind that better way and get around the product that is tied with that and affiliated with it is the term you like to use and create it and, and do it. It's. There's little simple things like that. And it's not all about the money going back to the cowboy way. It's the satisfaction of the fulfillment of getting. I didn't get rich on what I did but it filled a void and it made a void or filled that void and made difference on other people's lives. In the team roping world. It's an event of rodeo. It's a everyday ranching event. For those of you that wonder what what did he Starter cell. It's for one person ropes the front end of the animal around the horns. Normally that's the way it was in the old West. And then the guy comes in, ropes the heels. The reason for this is that they if they drive a sick cow or a calf all the way to a barn, it's probably going to do it more harm. It's going to get more fever in it. It's going to be worse. If you can doctor it right on the spot, if you can rope it and, and the guys get off and then they put and do the medicine to that calf. They come back the next day, it's fine. Some of the old ranches you had to drive them a mile, two miles, do a corral or do a shoot and that just didn't work. So that's where that all came about. But in modern day rodeo when these contestants are going to the rodeo they're driving brand new trucks, they're driving pulling Brand new trailers. They're buying horses, horses that used to be 100, $200. Now it's not unusual to see 100 200,000 horses. Now they're driving 100,000 plus pickups. They're driving pulling trailers. They're over 100,000. And that was the reason I chose team rope. There's a lot of product orientated to this sport and that will help the rodeo industry. The ropes they use wear out the equipment. If you ever watch on a rodeo and you see a horse has these like leggings on and the, these other boots down over the hoods, those are all protective things. The animals that they rope have particular wraps around their horns to protect the animal. The same way in the bucking stock today the shoots have to be padded and everything has to be done in a way to protect the animal. These bucking animals today, some are again a half a million dollars and they love it. I know some buck and bulls that you go out in the pasture and you could put a two year old kid on their back and wouldn't hurt them a bit. Yeah, they get to the rodeo, they love it that they have put somebody down on the ground.