Untermyer: Is not commercial credit based primarily upon money or property?
Morgan: No, sir, the first thing is character.
Untermyer: Before money or property?
Morgan: Before money or anything else. Money cannot buy it.
Exchange between counsel Samuel Untermyer and the banker J. Pierpont Morgan 
As Morgan declared in this memorable exchange, character is indeed the first thing. With a good name, it should then be possible to plan and build an enterprise and the capital structure that goes with it. The capital structure is the interface between enterprise, capital and credit, which establishes how firms use the facilities which are available, and shows the financial strategies they adopt, notably ...