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Brand, culture and legacy of Jerry Jones is one thing: Big

Jerry Jones has been a polarizing figure since he arrived on the scene in 1989. Public perception of Jones has been that of a larger-than-life TV character, a big and brash swashbuckling Arkansas oilman, an impetuous, uncompromising boss who demands yes-men to fuel his huge ego. But that’s not the Jones I’ve watched and witnessed over the years. Instead, I’ve seen an amalgam of bravado, ambition, enthusiasm, work ethic and, most importantly, big thinking.

When we were considering Jones for our Lifetime Achievement Award, I anticipated pushback because of his controversial points of view, aggressive business dealings or even the team’s middling on-field performance. But to my surprise, there was uniform support, respect and admiration from sources for how Jones has grown the sports business through over-the-top thinking, innovation and action.

Here’s what I’ve known and observed over the years. Jones has no off switch; he is always on and never shuts it down. There is no “escape” to the beach or mountains for Jerry Jones to decompress. He doesn’t want to. His life revolves around two things: family and football. This is a man with few hobbies. He lives and loves everything about the Dallas Cowboys. Jerry Jones would rather make a penny off the Cowboys than $100 doing anything else in his life.

An outsized personality on and off the field, Jones puts endless energy into the Cowboys.
Photo by: GETTY IMAGES

He has poured all of his ambition and energy into the brand. For Jones, it never starts with “can” but “how.” It’s always: How can it get done? How to do it? If something hasn’t been done before, well, that’s reason enough to try it. Don’t say no to Jerry Jones. That mindset has driven Jones’ first-mover approach, aggressively blazing new trails — from the Nike and Pepsi deals in the early days, to building Jerry’s World and The Star. He’s not averse to financial or public relations risks; those close to him say he welcomes the opportunities to mix it up. His biggest fear is apathy — apathy over his ownership, but worst of all, apathy over the Cowboys. No press is bad press. Jerry Jones lives for — and loves — people thinking, talking, loving or hating the Dallas Cowboys.

Those close to Jones marvel at his energy and work ethic at the age of 74. “It fires you up when you see how long he’s been doing this, and we feed off it,” one member of the team’s front office told me. Jones’ stamina is impressive considering his lifestyle, which shouldn’t be confused for a healthy one. “His energy drives the culture here,” another Cowboys executive said. “We all feel it and wish we all could have the energy of that 74-year-old man.”

In addition to being indefatigable is Jones’ uncanny salesmanship — the best I’ve ever seen. “I have never caught Jerry in a moment where he is off, when he is not selling,” one said. “He is always in that sales mode. He just loves it.” One example was shared of Jones meeting with prospective season-ticket holders at an event in Texas, where he stood for four hours, offering his customary eye contact while learning first names and spending nearly 20 minutes with each fan. Onlookers were exhausted watching the man work the room and were equally astounded when afterward, he raved about the experience, saying, “Now, that was some selling!”

Jones’ salesmanship was evident in our newsroom. After an NFL owners meeting adjourned in Charlotte last year, other owners and executives bolted home. Yet Jones, son Stephen, daughter Charlotte and counsel Jason Cohen went out of their way, fought rush-hour traffic and visited our editorial offices well after 7 p.m. on a Wednesday evening. Our staff excitedly lingered after work for Jones’ arrival, and he didn’t disappoint, spending more than an hour talking frankly, but on background, on the key issues facing the game. Jones’ charisma captured the staff’s undeniable attention, and after he left, I sensed a number of staffers willing to walk through a wall for him. The effort that day speaks to how Jones builds relationships.

But it’s not all sales and showmanship. The folksy man from Arkansas offers bravado and bite. But underneath the surface is a very thoughtful, strategic and, at times, calculating executive. He is a student of the sports business, known to call executives at all hours of the day and engage in a spirited debate on topics ranging from social and digital media to mobile connectivity to the future of print media to facility trends. One staffer recalled Jones referring to Facebook/Snapchat one time as “SnapFace,” but said the next time they talked about social platforms, Jones was up to speed on the space after learning more. Other times, he will role play and rehearse with staffers, talking through key issues related to the league or labor relations.

When it comes to decision-making, Jones relies on a wide inner circle within the Cowboys, and encourages multiple opinions on issues. He is not an autocratic ruler; he is an opinion seeker and abhors yes-men. Jones may come out strong on an issue to test executives to support their position, and if he’s dug in, he’ll challenge them to move him off his spot. If one seeks to change Jerry’s opinion on an issue, they better become a gardener — plant a seed and water it time and again, coming back around, to see if the seed grows. Persistence and patience is vital with Jones. Staffers describe him as a very good listener who is open to changing his mind. Issues are debated and beaten-up over time, but not to the point of overanalysis. When a decision is made, one better get on board.

But don’t confuse Jones’ approach with being mild mannered. He’s known to scream, yell and blow up over an issue. When things get tough or failure is at hand, a tense Jones may drop an occasional F-bomb, and while he tries to keep composure, he can snap. As one person said, “There is nothing fun about that experience.” But any anger is brief, and if Jones has knocked you back a bit, he is known to quickly call or seek you out, put an arm around you and make sure all is OK. It’s his way of bringing you back into the fold.

But when I look at what’s earned Jerry Jones our Lifetime Achievement Award, it always comes back to his uncanny ability to think BIG. He just thinks bigger, even on the most unproven idea. Jones wants an organization focused on risk taking, and decision-makers within the Cowboys have the autonomy to do that and are not afraid to fail, because Jones himself has failed in life. As their leader, Jones encourages risks, as long as they are thoughtfully studied and supported. The mindset is “go — and fix it if it doesn’t work.” The Cowboys aren’t overly analytical, and Jones is not presented 50-page decks. It’s a culture where the family examines opportunities, the children weigh in, and decisions are made quickly and then implemented.

Once decisions are made, Jones’ unbridled optimism and enthusiasm take over. He is a walking, talking belief system, and BELIEVES that when the organization sets out to do something, it’s flat-out going to work. Passion is thrown at every endeavor and a “do whatever it takes to make it work” mentality starts with the boss. Many cite the concern wrapped along his face during the economic pressures of 2008 and the construction of AT&T Stadium, but his unfailing optimism made that work. While upset after losses, he moves on quicker than others, and staffers told me that seeing the boss upbeat on a Tuesday after a tough Sunday loss motivates them. “I’ll still be really down days after a loss, but I’ll see him and he’s energized and fired up. I see that and say, if he’s moving on, I sure better move on. So, he sets a great tone on moving on.”

Above and beyond Jerry Jones’ energy, ability and ambitious thinking, I’ve always admired Jones’ leadership within the construct of a family business. Whether it was seeing him surrounded by family at Super Bowls or supporting children at Forty Under 40 awards or bringing family to our offices, Jones is happiest around his wife and three children. Those who work closely with the Joneses marvel at how the family can all work together — all of the time. Jerry wanted to take this journey with his children and he created a structure and environment to do that. Every decision and development, every win or loss, is experienced together. Make no mistake, there are strong disagreements, tensions and pressures. But the family has artfully created boundaries and whatever disputes there are — and there are plenty — are left in the boardroom or on the field, and then there is family time. They never let it affect the bigger picture or allow ugliness to create paralysis or distrust. That’s the key.

Jerry Jones has been a big and brash personality since he bought the Cowboys more than 28 years ago. Sports has rarely seen such a colorful and confident owner. Yes, Jones certainly has an ego, but those inside Valley Ranch stress it’s not as big as his humility, generosity and genuine nature. To me, Jerry Jones remains that successful amalgam; always true to self, remarkably consistent in his style and behavior. Sure, it’s easy to disagree with him, but you can never say Jerry Jones is disingenuous. The Dallas Cowboys brand has grown bigger with him leading it, and Jones has that rare personality and ability to grow with it and be as big as the brand. Big is the brand and legacy of Jerry Jones.

Abraham D. Madkour can be reached at amadkour@sportsbusinessjournal.com

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