My short answer-an obsession with quality that allow for no shortcuts or putting profit over excellence. The photo below is a photograph of the very first driver I ever bought. $ 25.00 in 1978 at a shop in Eugene Oregon. I was in school on the GI Bill and I didn't have money to waste. So I asked around and was told Ben Hogan made the best clubs. I also sprung of some Titleist Balata 90's. I'll never forget the smiles I would put on those ball with my irons. It's been clear to me since 1978, that Titleist is uncompromising in it's efforts to put out the best clubs. No gimmicks, no mindlessly following trends and the ultimate in customer service. One of the things that I enjoy about this Team Titleist website is that there are so many people who I believe feel the same sort of loyalty towards Titleist.