In constant search for perfection, not a single moment goes by that Rocky is not thinking about cigars. From packaging, marketing, improving blends and every other facet of creating the finished product, Rocky is always formulating fresh ideas and new techniques. It is important for Patel to have a product that can sell itself. Yet partnerships are at the forefront of Rocky’s business, which is why Rocky takes to the road as often as he does. Traveling also gives him the time to contemplate new marketing ideas and production concepts before implementing them.