One of Waterfall Apparel’s core values is to provide unbeatable customer service, a commitment introduced to the company by its founder more than 10 years ago. This value is expressed in the company’s "True to You" campaign, which promises a no-questions-asked returns policy and an offer to stitch the customer’s initials onto any item for free using a patented sewing technique, two features that are not offered by any of Waterfall’s competitors. Although the campaign has resulted in a 10 percent decline in profits, Waterfall has decided to continue to pursue its founder’s vision to reward customers and maintain employees’ sense of purpose. Why does Waterfall’s culture, exemplified by the "True to You" campaign, fail to support a competitive advantage? Waterfall lacks founder imprinting. The culture is not difficult to imitate. It is not a rare resource. It does not increase economic value creation for the firm.