Hummer solved the ethical problem by refusing to deal in two standard industry practices. First, his firm would not buy securities at wholesale rates to resell to customers. Second, his employees would not be paid a sales commission nor forced to meet sales quotas. Adopting these policies put Hummer's company in the small firm niche. But it was a profitable niche and one which made it possible for Hummer to take his personal high ethical standards to work with him every day.