MasterClass with Creed

Abstract 

This MasterClass lesson introduces our audience to Creed, a seasoned entrepreneur who built businesses in the secondary aluminum manufacturing sector. His life story shows the value of building trust. Creed understood how opening relationship with people who trusted him could lead to a thriving business that contributed to the American-made manufacturing sector.  Students will learn strategies to for building credibility, developing skills, and overcoming challenges to succeed in business and life. 

Detailed Narrative 

Creed grew up in Gettysburg, Pennsylvania. His father had come from humble beginnings, but learned that he could advance his family's quality of life by going into business. Over time, that business grew into one that provided jobs for scores of people, contributed resources that fueled the local and national economy, and brought investors a great return.

Some might say that the business because of his dad's chance encounter with a smaller aluminum operation. In reality, Creed understood that his father had put himself in the pathway for success long before he launched a business. His dad had applied himself to earn academic credentials, and the more he learned, the more he understood that he would need to find ways to use his education to build value. He was determined to provide for his family.

Creed's father studied metallurgical engineering while in school. Metallurgical engineering is a specialized field of engineering that focuses on the study of metals and their properties, as well as the processes involved in their extraction, refinement, and application. At its core, it bridges the gap between science and industry, turning raw materials into functional products that shape modern life. Metallurgical engineers analyze the chemical composition, structure, and performance of metals to enhance their strength, durability, and efficiency. They work on the development of innovative alloys, improve methods for metal processing, and solve challenges related to corrosion or wear. From building materials to aerospace technology, metallurgical engineering plays an essential role in creating the foundations for progress across countless industries.

With that knowledge, Creed explained, his dad was able to find opportunities. He learned how other companies had built plants that would serve the automative industry, and the aerospace industry, and other businesses that required metal products. He then connected with investors and secured funding that would allow him to get started. That strategy led to a business, which supported the family. His dad continued to leverage his growth over time, growing a great company.

Early Influences and Lessons on Grit 

Creed grew up in a household where hard work was a way of life. He watched his father, a dedicated business owner, tirelessly build his plant and operations from the ground up. His father lived by a powerful principle: never ask anyone to do what you aren’t willing to do yourself. It was a philosophy that inspired trust. Early investors saw his commitment and believed in him, providing additional capital when it came time to expand, which allowed the business to grow.

One phrase from his father left a lasting impression on Creed: "Family comes first, but only after you’ve made a living." To his father, this meant that a man’s first responsibility was to provide for his family. Without financial stability, the family would struggle—and if the family struggled, the business would too. For Creed, this lesson became a lifelong mantra about the importance of prioritizing responsibilities.

He admired his father deeply and aspired to follow in his footsteps. Though he enjoyed sports and managed to do reasonably well in school, his real passion lay in the time he spent with his father at the plant. There, he immersed himself in learning the ins and outs of running a business in the manufacturing sector of the U.S. economy.

By the age of 14, Creed was fully committed to the plant. He spent his summers working full-time, gaining hands-on experience in every aspect of the manufacturing process—from sorting scrap metal to operating advanced furnaces. These early experiences instilled in him a deep understanding of the business and a work ethic that would shape his future.

Childhood Lessons in Perseverance 

Creed recounted sorting scrap piles as a teenager under his father’s supervision. This task required meticulous attention to detail and a methodical approach to distinguish between different materials using chemical processes like silver nitrate.

Silver nitrate is a chemical compound often used to identify or test for the presence of certain metals. It reacts with compounds containing chloride ions to form a white, cloudy precipitate of silver chloride, making it an effective tool for distinguishing between different materials. For instance, when applied to a surface, silver nitrate reacts visibly if the material contains chloride, offering a clear contrast.

Creed described how using silver nitrate required precision and patience, as even a small misstep could lead to inaccurate results. This process not only demanded careful handling but also fostered a deeper appreciation for the science behind metal identification, teaching Creed the value of methodical investigation and the importance of accuracy in his work.

When frustration grew, Creed approached his dad asking for a new assignment. His dad always gave him an unwavering response, "You don’t start a job unless you finish it." That guidance from his dad taught Creed the importance of discipline, perseverance, and accountability. These values would later shape Creed’s approach to business and life.

Creed's father always encouraged him to excel in school, and for much of his childhood, Creed assumed he would follow in his dad's footsteps and attend college. However, he soon realized he preferred hands-on learning through on-the-job training rather than sitting in a classroom. When Creed shared his interest in studying metallurgical sciences, his father suggested a different path: business. "You can hire people to handle the metallurgical work,” his father said. “What’s more important is that you understand business."

Creed went to college and excelled in subjects that captured his interest. But his enthusiasm waned when administrators required him to enroll in courses that didn't relate to his goals. They told him that, in order to earn a degree, he'd need to complete courses in social studies, art history, or anthropology. He argued that those classes wouldn't have any relevance to the future he wanted to build. Frustrated by school requirements that he enroll in courses that, in his view, wasted his time, Creed felt increasingly disconnected from the traditional university experience.

Recognizing the shift in Creed’s perspective, his father eventually agreed that pursuing a college degree might not be the best path, especially given how the academic system had evolved. Instead of pushing Creed to earn a degree, his dad came to agree that it would be best for Creed to join his father at the plant. Creed pledged to continue learning about business and relevant subjects through independent study and practical experience.

Building Trust and Driving Sales 

Creed transitioned to working full-time in his father’s business, where he quickly recognized the importance of foundational skills like math and English in running a successful operation. Determined to expand his knowledge, he embraced self-directed learning and became a master at it.

Running a small business demanded more than just expertise in metalwork—it required him to take on a wide range of responsibilities. He learned to write job descriptions, hire and train employees, and ensure the team operated efficiently. He also mastered the basics of bookkeeping, ensured compliance with state and federal payroll regulations, created marketing materials to attract new customers, and collaborated with accountants to produce financial statements.

Growing up around the plant taught Creed a great deal about working in the business—meeting customer needs, maintaining equipment, and delivering results. However, after transitioning from college to full-time work at the plant, he developed a deeper understanding of working on the business. This shift in perspective meant finding ways to grow and improve the company’s efficiency and operations.

Through relentless self-education and hands-on experience, Creed honed his skills and became a true expert, balancing both the day-to-day demands of running the business and the strategic vision needed to drive its growth.

As he continued to learn more about business through his own experiences and self-education, Creed realized that there was one key element that played a crucial role in the success of any business - trust. Building trust with customers, suppliers, and even employees was essential for a thriving business, especially for a commodity business that competed on price and service.

A commodity business differs from other kinds of businesses in that all competitors would, essentially, deliver the same product.

Creed's business specialized in purchasing scrap metal and transforming it into valuable, usable ingots through a meticulous refining process. The operation began with sourcing high-quality scrap metal, ensuring that the raw materials met the standards needed for the next stages. Creed described how the scrap metal would then be subjected to an intense refining process using a furnace capable of reaching extremely high temperatures. This furnace would liquify the metals, separating impurities and allowing for the creation of a purer end product.

Once refined, the molten metal was poured into molds to form ingots, uniform in shape and composition. These ingots were then ready for sale, often contributing to industries such as construction, manufacturing, and technology. While this process was similar to that of his competitors, Creed emphasized that the distinction lay not in what was produced, but in how it was delivered — with a commitment to reliability, customer satisfaction, and, above all, trust.

Since all competitors wanted to deliver the same type of end-product for customers, building great relationships became one of the most valuable aspects of the business. He continued to invest in the company, purchasing and maintaining the capital equipment, hiring staff, and ensuring high quality work. Yet it was his relationship with customers that kept the business alive and growing.

Without trust, customers will not stick around and offer repeat business. He deal with the big automative manufacturers, and they pledged to purchase all the finished product that Creed's company could produce.  Customers are more likely to purchase from businesses they trust, and Creed invested heavily to give his customers a positive experience. Suppliers are also more likely to provide quality products and services to customers who make a commitment to excellence.

Creed told us that being transparent and honest is what leads to trust. To compete in the low-margin secondary aluminum industry, Creed traveled around the country building client relationships, often driving more than 120,000 miles annually. His success stemmed not only from his technical expertise in alloys but also from his ability to communicate value and build trust with buyers.

As a result of his commitment to excellence, Creed's business grew. It employed many jobs and generated more than $3 million each month in sales. Those revenues led to taxes that paid for roads, bridges, schools, health services, and other factors in the national economy. He attributed his sales success to integrity and relationship-building skills. While competitors frequently relied upon unscrupulous strategies to gain an edge, Creed chose to take the high road, focusing on authenticity and consistent follow-through to demonstrate reliability. For that reason, great customers such as the General Motors corporation would consistently choose Creed's services over competitors.

Creed’s story offers timeless lessons to anyone seeking to launch a business or build a career after overcoming adversity. His focus on education, accountability, communication, and relationship-building provides a clear roadmap to success. 

From Creed’s experience, we learn that trust is earned through hard work, a commitment to quality, and genuine interest in adding value for others. This combination is what turns a single opportunity into sustained success. 

Vocabulary Development 

1. Mantra - A guiding principle or motto.
   
   
2. Perseverance - Persistence in doing something despite challenges or delays.
   
   
3. Integrity - The quality of being honest and having strong moral principles.
   
   
4. Resilience - The ability to recover quickly from difficulties or setbacks.
   
   
5. Accountability - The obligation to accept responsibility for one’s actions.
   
   
6. Ambition - A strong desire to achieve something, typically requiring hard work.
   
   
7. Commodity - A basic good that can be bought and sold, often interchangeable with others of its kind.
   
   
8. Efficiency - Achieving maximum productivity with minimal wasted effort or resources.
   
   
9. Profitability - The ability of a business to generate profit.
   
   
10. Strategic - Carefully planned to achieve a specific goal. 

Self-Directed Reflection Questions 

1. What values drive your definition of personal success?
   
   
2. How can you take initiative to build trust and credibility in your environment?
   
   
3. When you face obstacles, what strategies can you use to persevere and finish what you start?
   
   
4. Why is maintaining integrity and avoiding negative tactics essential for building strong relationships?
   
   
5. How can learning a trade or skill early in life contribute to long-term success?
   
   
6. What strategies can you use to communicate your unique value to others?
   
   
7. How can focusing on building trust with others open doors for partnerships and opportunities?
   
   
8. Why is it essential to pair ambition with a clear plan of action?
   
   
9. What steps can you take to develop expertise in a chosen field?
   
   
10. How can you apply Creed’s lessons of relationship-building and sales to your own personal goals? 

Book Recommendations 

1. “Good to Great” by Jim Collins 

This book explores what differentiates "great" companies from good ones. Its concepts, like the Flywheel Effect and Level 5 Leadership, align with Creed’s methodical approach to long-term business success. "Greatness is not a function of circumstance. Greatness, it turns out, is largely a matter of conscious choice and discipline."

Another powerful concept introduced in "Good to Great" is the BHAG, or Big Hairy Audacious Goal. Collins describes this as a visionary long-term goal so bold and inspiring that it challenges and excites both leaders and their teams. The BHAG serves as a guiding star, pulling individuals and organizations toward a future that feels almost out of reach—but attainable with focus and determination.

For Creed, his own version of the BHAG was embodied in his commitment to building meaningful relationships and creating a sales approach rooted in genuine connection. Like Collins’ great companies, Creed achieved success by dedicating himself to a purpose that transcended mere profits. His attention to subjects and goals that truly mattered helped him develop a deep love for his craft—a love that fueled his perseverance and work ethic.

Similarly, for individuals, the BHAG can serve as a personal compass. Setting a goal that aligns with one’s values and ambitions encourages both personal growth and passion. It’s about choosing a purpose that resonates deeply, as Creed did, and cultivating the discipline to stay the course, even when challenges arise. By doing so, we not only work toward greatness but also discover fulfillment in the process.

2. “The 7 Habits of Highly Effective People” by Stephen Covey 

Covey’s principles of proactive behavior and prioritizing values tie directly into Creed’s lessons on accountability and perseverance in completing tasks. "Begin with the end in mind" mirrors Creed’s disciplined approach to turning raw scrap into aluminum products.

Another key principles in “The 7 Habits of Highly Effective People” is the concept of "Sharpen the Saw," which emphasizes the importance of self-renewal and continuous improvement in all areas of life. This aligns with Creed’s commitment to refining processes, ensuring that every piece of scrap aluminum is transformed into a high-quality product. Much like how Covey explains the need for regular maintenance of one’s physical, mental, emotional, and spiritual well-being to sustain effectiveness, Creed’s operations highlight the necessity of investing time and care in every step of production.

By continually honing their methods and never settling for less than excellence, Creed exemplifies the value of renewal and focus—turning challenges into opportunities and raw materials into something exceptional. This analogy serves as a powerful reminder that success is built on both persistence and a dedication to ongoing improvement. It's what makes him a true master.

3. “Never Split the Difference” by Chris Voss 

This book on negotiation emphasizes the importance of building relationships, much like Creed’s success in client communications. "He who has learned to disagree without being disagreeable has discovered the most valuable secret of negotiation."   This quote from Voss reflects the idea that effective communication is not about winning or losing, but finding a solution that benefits both parties. In the world of business, this concept is vital for building long-term partnerships and achieving win-win outcomes.

Creed recognized that his industry was one of intense competition, where refined metal manufacturers operated in parity—producing nearly identical products and offering them at similar price points. Amid this landscape, Creed understood that the true differentiator was not the product itself but the relationships he could build with his customers. He believed that by taking the time to deeply understand his customers' needs, preferences, and challenges, he could foster a sense of trust and loyalty. These strong relationships encouraged customers to return to him repeatedly, creating a reliable and consistent revenue stream. Creed’s approach demonstrated the power of personal connection in a commoditized market, proving that understanding and valuing people could redefine success.

Straight-A Guide Module Recap and Application 

Values - As we wrap up our Straight-A Guide Module, it's important to take a moment and reflect on the core values that guide us in our personal and professional lives. Just like Creed had his family-first philosophy, each of us has our own set of beliefs and principles that shape our decisions and actions. Take some time to think about your own values - what truly matters to you? Is it honesty, integrity, creativity, or something else entirely? These values will serve as your guiding light when faced with difficult decisions or challenges.

Goals - He identified goals like completing tasks and expanding business relationships.    But beyond these tangible goals, it is important to also set personal development goals. These could include improving communication skills, learning a new skill or hobby, or simply taking time for self-care and reflection. Setting and achieving personal development goals can help us grow as individuals and become more well-rounded.

Attitude - Persistent positivity helped Creed overcome market challenges. He understood that he was competing with many other people in the same business. To differentiate himself, he devoted time to build relationships with customers and to make sure that his team delivered the best product, always on time to meet customer needs. Even today, after decades of being in business, he gives credit to his father for instilling the value of a self-directed work ethic.

Aspiration - Watching his father inspired him to aim high. Creed understood that he wanted to follow in his father's footsteps since he was a young boy. Rather than wasting time on trivial subjects that didn't interest him, he tried to spend as much time at the plant as possible, learning everything possible to develop more value for the business.

Action - Creed took consistent action toward goals, beginning when he was still a young adolescent. He willingly performed any task, but most importantly, he took direction well. Instead of complaining when his father insisted that he finish every job, he pushed forward, knowing that the small steps he took would lead to him becoming a master of his craft. He didn't only learn to work with metals, he also took steps to learn how to operate every aspect of the plant. By going out on the road, driving an average of 10,000 miles each month to visit customers, he showed commitment and built strong relationships that have lasted for decades.

Accountability - He didn't only learn about separating metals, but took time to train himself on more mundane tasks, like balancing budgets and reading financial statements. He learned how to run the business more efficiently. Because of that investment, he succeeded and grew the company to reach higher levels of success. 

Awareness - To develop a pathway that would lead to his running a company that generated monthly revenues of approximately $3 million, Creed had to keep his head in the game at all times. He had to stay informed about commodity pricing, and new technologies to run his business more efficiently. Further, he had to invest time, energy, and resources to make the marketplace aware of him. He wanted to keep manufacturing in America, and he did his part to create jobs for as many people as possible while keeping his business competitive. 

Authenticity - Operating with integrity gained him respect and trust. Creed didn't talk about what he was going to do, he invested his life to build a career that would lead to a successful business. He owned the real estate, and all the equipment inside his plant. Many people talk about what they're going to do, but Creed began planning when he was a young boy, trying to live up to the inspiration he felt from his father. 

Achievement - Creed didn't start out leading a business that generated millions of dollars in sales each month. He began small, building upon a reputation. As he fulfilled more orders, he invested the resources he was able to retain from the sale into growing the business. Over time, the venture grew to employ many people and satisfy customers in many states. He built a sustainable business that showcased his success, but it was always a step-by-step process, celebrating every achievement along the way. 

Appreciation - Creed lived in a state of gratitude, always wanting to serve his family, his customer, and his country. He understood that over the years, many jobs had left America. By building a great manufacturing plant here, he felt as if he could give back. When I asked him to share his wisdom with our community, he volunteered to share his story and work with me in developing this lesson.  It's his way of giving back and living in gratitude.

 Sample Response to Socratic Question 

• [Below I offer a sample of how I would've responded to one of the Socratic Questions, had I worked through Creed's lesson while I was still in prison.] 

Question: How can you take initiative to build trust and credibility in your environment? 

Listening to Creed’s story was a powerful learning experience. He opened my eyes to an industry I knew nothing about and shared insights from a life far more disciplined than mine ever was when I was younger. His example has motivated me to apply many of the lessons he shared to my own life—starting now.

Like Creed, I had a hardworking father. My dad immigrated from Cuba and built a small business from the ground up. He was an electrician who started out working with homeowners on remodels and partnering with general contractors building new homes. Over time, he grew his business to specialize in public works projects, such as installing street lighting and traffic signal systems. I spent many days as a kid tagging along with my dad, watching him work.

But unlike Creed, I lacked the discipline and character to follow in my father’s footsteps. Instead of dedicating myself to learning the trade or earning the trust of customers, I constantly sought shortcuts. I never took the time to become an electrician or truly understand the business. My poor decisions eventually led me down a path of crime—and ultimately, prison.

Hearing Creed’s story, however, inspired me. It reminded me that no matter how many mistakes someone has made, it’s never too late to turn things around. His journey, from working alongside his father to pursuing on-the-job training and furthering his education, showed me a path I could follow. I hope to find a company like his, one where I can prove my potential and contribute value. To succeed, I know I need to approach this opportunity the way Creed did—by committing to consistent learning and self-improvement.

Creed emphasized the importance of training both on the job and through self-education, such as reading books about business strategy and personal development. He spoke about the balance between working "in" the business—managing day-to-day operations—and working "on" the business, focusing on growth and strategy. His approach resonated with me deeply. To prepare myself for the journey ahead, I plan to respond to every question Creed posed in his lesson, documenting my answers as part of the personal profile I’m building. This will demonstrate my commitment to investing in myself. If I can show that I’m serious about growth, perhaps others will believe in me too.

Creed’s strategy clearly worked for him. His dedication and disciplined approach helped him build a business that eventually generated $3 million in monthly sales. That kind of success doesn’t happen by accident—it’s the result of hard work, resilience, and a relentless focus on self-improvement. That’s why I admire him so much, and I’m deeply grateful for the lessons I’ve learned from his story.

Challenge 

Develop your talent profile on the Prison Professors Talent platform. Share how you’ve applied Creed’s lessons to practical action, articulate your personal growth, and outline your plans for reintegration into society. 

By building a detailed profile, you not only advocate for yourself but also help demonstrate the transformational power of self-directed learning to promote systemic reform. 

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