Our founder realized that his new enterprise could help address many of the problems he became aware of as he grew up on the reservation. "In order to be sovereign, we had to be financially self-sufficient and learn the system. ON-AUK-MOR is one way to do that." In addition, this new business would open up communication between the non-Indian communities and the reservation. "Many people in the surrounding areas didn't know, and some still don't know, that we are located on a reservation."