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"Professionally driven" - means that their products are developed for professionals, and are developed for professionals, so the fishermen who buy their products know they are getting the highest performance products. "Professionally driven" also means they are not enterprise-driven. Initially, they wanted the company's slogan to say, "driven by professionals, not by profits," because they wanted people to understand that their decisions were not made in a corporate style. Duckett Fishing don't sit at the conference table and figure out how to cut corners to help their bottom line. Duckett Fishing believe that cutting corners leads to bad products, and they don't do that at all. They are committed to producing rods that really help fishermen.