Around the mid-1990's, America's obsession with granite was growing rapidly, yet still seen as a high-end luxury. As a result, Conception Tile began to acquire, fabricate, and install granite products as well. The decision to incorporate this new stone product to his business meant re-evaluating his entire operation. The goal of any organization should be to archive the greatest customer service and satisfaction through better quality, faster response times, lower cost, greater flexibility, and ultimately a superior end product.