"Jack, it's pine. That speaks for itself, doesn't it? People know what they're getting. They like it."

"Anyone can give you pine. I want our houses to have that extra something."

"Okay, okay. It's Frontier Pine."

"Too raw. Try again."

"Bonanza Pine."


"Ponderosa Pine."

"Bingo. Now give me a slogan."

"I'll get back to you. Something like, oh, the wood of wide open spaces?"

"Keep at it."