Secret Weapon Lures Mission & Values
 Who is Secret Weapon Lures? We are fishing enthusiasts like you, casting spinnerbaits and thinking there has to be a better way. The people who make up our company are dyed-in-the-wool anglers. Our shop is in the Ozarks of southern Missouri — America’s heartland. There, artisans hand-craft our lures, giving each one the same attention we would if we intended to use it ourselves.
More important than our names and faces are what we are trying to accomplish and the core beliefs that guide us. This page describes that, and it is also our commitment to you. Thank you for business and your support of American craftsmen.
Joe Haubenreich
President, Secret Weapon Lures
Mission
Secret Weapon equips anglers to maximize their performance with advanced fishing tackle engineered to adapt to changing conditions. We provide our customers with an uncommon approach to fishing and are dedicated to making a positive difference in their lives.
Our Philosphy
Our Philosphy embodies the values and priorities that guide our company:
INTEGRITY
Secret Weapon Lures, Inc. believes that integrity is the cornerstone of our business and all of our relationships, and that God is the arbiter of right and wrong; therefore we will do what is right with our customers, vendors and people regardless of the cost to us.
CUSTOMERS
Secret Weapon Lures, Inc. believes that our primary focus is customer delight and look at issues from our customer's perspective; therefore we listen to, understand, and deliver the quality our customers expect.
PEOPLE/LOYALTY
Secret Weapon Lures, Inc. believes that our people represent our most valuable resource and we are concerned for them personally; therefore we will select, train, empower, and reward those who exhibit our passion for customer service and commitment to our vision and values.
PROFITS
Secret Weapon Lures, Inc.'s ability to properly service our customers depends on long-term profitability; therefore we will invest the resources (time, money, talent, and relationships) that God provides to generate long-term profitability to strengthen our company, reward our employees, provide better value for our customers, and enable us to be charitable.
SERVICE/INNOVATION
To consistently delight our customers means more than just selling them fishing products and services. It includes, among other things that we listen, understand, and communicate about our customers' needs and provide innovative solutions for them; therefore Secret Weapon Lures, Inc. will solicit and proactively anticipate opportunities to add value to our customers. We not only innovate, we enable our customers to do so as well.
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