Applying the Same Principles and Passions

Jones wants people to recognize that, even though he had success with the team in the early '90s, he was capable of adjusting and using the same principles and passion to succeed a decade later.

It took several years, but the 2002 NFL Draft which included University of Texas safety Roy Williams, University of Pittsburgh wide receiver Antonio Bryant, and University of Colorado center Andre Gurode combined with the Parcells hiring, could ultimately mark the beginning of Jones' second turnaround in Dallas.

The business of sports and team ownership continued to evolve in the dozen years since Jones bought the Cowboys. Money from TV, sponsorship, and luxury boxes had poured in, making the team one of the most valuable in all of sports. However, as the Cowboys struggled on the field, Jones realized what Nike's Knight meant about the need to reinvent his business.

Accordingly, he identified a handful of marketing initiatives that he believed could help him market the team and reposition it in the eyes of consumers. He planned on leveraging the team's brand to enhance his franchise value by tweaking the same principles and passions he relied on a decade earlier.

This time around, however, the stakes and the opportunities were much larger. He wanted to make sure that faithful Cowboys fans would have the best of everything; from a new stadium to a title-contending team. In short, he wants to broaden the Cowboy experience and, in the process, allow fans of all walks of life to be a part of America's Team.