Ironbound Action:Simms, a Montana based outdoor clothing outfitter recently purchased software to custom design displays at outdoor distributors such as Urban Angler and Bass Pro Shops. Normally, brands charge retailers to host branded displays. With a commitment to create value for customers, Simms threw the rulebook out, and provided custom displays to stores for free. By being brave, they can instantly tailor how their clothes are displayed to customers, while also strengthening their relationships with retailers. Braveness is rewarded when a brand creates value for their customers.