1. WE ALL PAY OUR DUES. "I've done everything: driven a car, built and painted the engine and chassis, even cleaned bathrooms. In the '70s I ran in the top five, but I saw money and new owners coming into the sport. I knew if I kept driving, I'd get pushed out. I started out with a $20 race car and now have six teams and more than 400 employees."
2. RACES ARE TIGHT; MONEY IS TIGHTER. "We get earnings, licensing income, sponsorships, endorsements and purses, which include TV rights. Then we pay drivers and give employee bonuses. Due to gas, travel, equipment and parts prices these days, we're pretty strapped."
3. I OWE A LOT TO NO. 3. "I put Dale Earnhardt in one of my cars for the first time in 1981; he was my first driver. If I hadn't done that, there's no telling where we would be today. We were a good team."
4. SOME DRIVERS ARE MADE MEN. "Most drivers get three- to five-year contracts. Some owners create drivers, others hire veterans. We do both; we got Jeff Burton when his old deal ran out, but I saw Kevin Harvick and Clint Bowyer race when they were young and asked them to drive. I won't get into a bidding war. If it's all about the money, I don't need them."
5. THE TEAM OWNS US AS WELL. "I'm home for maybe five days a month. I'm still hands-on during testing, and now I entertain sponsors and deal with the media. Plus, I like to be there on Sunday to talk to the drivers on the radio. If I see something that will help, I'll speak up."
6. SPONSORS ARE THE REAL BOSS. "We've been fortunate to maintain long-term relationships with sponsors. Part of it is realizing you work for them and have to get a return on their investment. But with 75 million race fans and our TV exposure, sponsoring a car can be a great value."
7. HANDLE ROAD RAGE WITH CARE. "Drivers get hired because they're passionate. Sure, we've had to talk to our guys about behavior, but much less than is the norm. You want them under control, but not if it takes away their fire."