He made me into the kicker I was. He coached confidence. He used to always talk about the jewel. He said you have one chance to make the perfect cut of the diamond. Be ready to do it.

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I think this is a way to make board production a business. Everyone has tried to undercut each other — no one would ever want to increase their price because they didn't want to be the most expensive board on the rack. They've actually been their own worst enemy for years.

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