Sam Walton: Made In America

by Sam Walton

“We were flying to Fort Smith in the spring of 1962, and Sam was piloting the plane over the Boston Mountains. It was that Tri-Pacer by then, not the original plane that we had made a lot of trips in. Sam pulled this card out of his pocket, on which he had written down three or four names, and he handed it to me and asked me which one I liked best. They all had three or four words in the title, and I said, ‘Well, you know, Scotch as I am, I’d just keep the Walton name and make it a place to shop.’ I scribbled ‘W-A-L-M-A-R-T’ on the bottom of the card and said, ‘To begin with, there’s not as many letters to buy.’ I had bought the letters that said ‘Ben Franklin,’ and I knew how much it cost to put them up and to light them and repair the neon, so I said, ‘This is just seven letters.’ He didn’t say anything, and I dropped the subject. A few days later I went by to see when we could start setting the fixtures in the building, and I saw that our sign maker, Rayburn Jacobs, already had the ‘W-A-L’ up there and was headed up the ladder with an ‘M.’ You didn’t have to be a genius to figure out what the name was going to be. I just smiled and went on.” Something else about that sign that’s worth mentioning. On one side of it, I had Rayburn put “We Sell for Less,” and on the other, “Satisfaction Guaranteed,” two of the cornerstone philosophies that still guide the company.