C.R. Barger & Sons, Inc., (Barger) operated two businesses: It installed gas, water, and sewer lines, and it manufactured and sold precast-concrete septic tanks. In 2002, after 35 years as a local supplier of septic tanks, this end of the business had reached a plateau. Barger did not have a distinctive brand or product, and its sales were limited primarily to East Tennessee. Barger was on the verge of closing down its septic-tank business when, in 2004, the founders' grandson assumed leadership of precast concrete operations. The challenge he faces is how to take a nondistinctive commodity product and turn it into a viable growth business.