SIZE:
We want to see uniformity in the herd ranging from medium to large volume cows.

Our natural service herd sires have averaged over 2,100 lbs.

Reasoning:
Longhorn breeders can not expect a small cow to produce a large weanling calf.
Extra large cows don't produce calves that are large enough at weaning weight to offset the extra cost to feed and vet extremely large cows.

Bail Maker - Lawrence Morgan Longhorns

DISPOSITION:
Naturally quiet and easy to handle.

Reasoning:
Longhorns have horns!
Longhorn owners want and need to be able to handle their own cattle.
Longhorn breeders can not risk owning an animal that will attack while in the field or be aggressive while being handled in close confinement.
The majority of Longhorn owners want to enjoy their cattle much like others enjoy their horses and dogs. 
Longhorn owners need to be able to walk among their animals to show their animals in their natural environment to their family and friends.
Longhorn breeders are required to have well mannered cattle at competative longhorn shows.

Disposition is bred in !!

LARGE HORNS
Why own a Longhorn if it doesn't have large horns?

Reasoning:
There are any number of reasons to own Longhorns other than horns. 
But let's face it, when it comes time to sell your cattle, horns sell!
Extra beefy, short horned Longhorns may win shows but are worth significantly less than long horned Longhorn cattle when they are sold. 
Check the sales results!
Every Lawrence Morgan Longhorns herd sire has exceeded our personal 60" minimum tip to tip horn spread.

CONFORMATION MUST BE CORRECT:

Reasoning:

Healthier.
Conformationally correct animals of all breeds are healthier, resulting in reduced Vet costs.

Longer lived.
Longer-lived animals reduce the cost of replacing cows.

Increased profit.
Correct cattle are more pleasing to the eye and are worth more to both the buyer and seller by reproducing correct cattle.