Jerry's world

Kyle Riviere
Weekly Citizen Sports Editor Kyle Riviere.

One thing you'll always be able to say about Jerry Jones is that he sure knows how to make a buck--or billions and billions of bucks.

Just last week, Forbes released their list of most valuable NFL teams and for the 17th straight year, the Cowboys have cemented their place on top.

They are currently worth $2.3 billion. The New England Patriot organization is the closest to that plateau, but they still sit a whole $500 million behind.

This shouldn't be a surprise to anyone. Jones is a brilliant business man; there is a reason why his franchise has been the league's top money-maker for almost two straight decades.

People thought he was crazy when he build the new Cowboys Stadium--a place people quickly coined "Jerry's World."

The place was bigger than some towns, had a massive video screen the size of the football field and came along with a ridiculous $1.3 billion price tag.

However, the investment has paid off. The increased number of seats brought in more dollars, and it has become the most sought-after venue in all of sports.

It has hosted the Super Bowl, the NBA All-Star Game, the Cotton Bowl, the Big 12 Championship Game and many neutral-site college football games--including the Cowboy Classic, which LSU played in for 2011 and will play in again this year against TCU.

And coming up this April, it will be hosting the 2014 men's Final Four.

Jones' pockets just got fatter recently when he sold the naming rights of the stadium to AT&T for a cool $400 million.

But as much as Jones' business acumen continues to grow, it seems like his skills as an owner and GM have progressively dwindled.

His decisions to bring in Pacman Jones and Terrell Owens amidst Texas-sized red flags and giving Tony Romo a $100 million contract despite having only one playoff win have been questionable to say the least

But where Jones has failed the most is in his relationships with coaches. He is the quintessential meddlesome owner. Owning the team isn't good enough; he also wants to have the say-so on what the team does on Sundays.

Average coaches will grit their teeth and put up with it; great coaches will not.

Jimmy Johnson resurrected the franchise when they were dead in the water and built them into a powerhouse that won two straight Super Bowl titles.

But with everything in place to build a dynasty, Johnson abruptly left. Many say that his departure was due to the strained relationship with he and Jones.

Ever since Johnson's departure, the only truly great coach the Cowboys have been able to attract was Bill Parcells, and that did not end well.

Parcells hung around for a few years but when he wanted to get rid of Terrell Owens and Jones refused to budge, he was out the door.

You would think someone who has been at the precipice of football and won three championships would see the light by now, but he hasn't.

Jones needs to realize that he hired these coaches for a reason. He needs to let them coach; let them do their jobs. His job is merely to run the organization and supply that head coach with his players.

Until Jones is finally struck with this revelation, the Cowboys will never win the Super Bowl again because they will never get a great coach to go there. They've only had one since Jimmy Johnson left, and that imploded.

No great coach wants to be told how to run their team and to have Jones breathing down their necks and second-guessing everything they do. Like Parcells famously once said, "If I'm going to be asked to cook the meal, I'd like to be able to pick the groceries."

But then again, I'm not sure if Jones really wants to hire a great coach anymore. I'm not sure he wants another strong will and hard head in the organization.

It looks like he prefers someone submissive with a low price tag that he knows he can control and manipulate like a puppet master. That's all fine and dandy for him but last time I checked, it's not working for the organization.

It's been 17 years, and they have two playoff wins and no championships. I know he's proud, stubborn and stuck in his ways, but it's real simple.

He can either swallow that pride, hire a great head coach, step aside and let them have full control, or he can continue to look at his trophy case and reminisce about things that happened almost two decades ago.

It's his choice and until he makes the right one, all that $2.3 billion will buy is more disappointment.