The book is about the inception and creation of an iconic golf company and the success that was achieved by the Ben Hogan Company for over twenty-five years. This was followed by the turmoil the company went through, following a corporate raid, and by reorganizing the management team and how by featuring Ben Hogan in an ad campaign at the Riviera Country Club pole-vaulted the company to once again become the leader in golf club manufacturing. Then how by working with Ben Hogan to develop the Edge, the first cavity back club ever produced, elevated the company to the highest revenue levels in the history of the company. Finally, the book covers Hogan's downward spiral after a Japanese company purchased them and how they systematically unraveled Hogan's previous astounding success.