ARLINGTON, Texas – Jerry Jones couldn’t wait to start running the Dallas Cowboys. The very day he took over – a Saturday two months into the offseason – Jones dumped the team’s revered coach and gave the job to a former college teammate. The Arkansas oilman put himself in charge of everything else, “from socks to jocks,” critics be damned.

Twenty years and three Super Bowl titles later, only the stakes have changed. Wednesday marks exactly two decades since Jones stormed onto the scene, and his grip on the organization is as strong as ever. From his point of view, there’s no reason to ease up. He restored the Cowboys to glory faster than anyone expected in the early 1990s and ever since has kept them among the most visible teams, quite a feat considering they’ve gone 12 seasons without winning a playoff game. Along the way, Jones has improved the way business is done throughout the NFL, greasing the skids by helping negotiate roughly $25 billion in TV contracts.

The best part for Jones is that the $160 million he pulled together to launch all this has now moved one decimal point to the right – the club being worth $1.6 billion, according to Forbes. Jones also now has a spot on the magazine’s list of billionaires, although he’s plunked a bunch into building a futuristic $1.1 billion stadium. So far, it looks like another wise move considering the place has lured a Super Bowl, a Final Four and the NBA All-Star game before it’s even built.

Asked for any regrets, Jones said, “The positives far outweigh the negatives that I can think of.”

But as soon as those words came out, he thought of something.

“I would have liked to have won more Super Bowls,” he said. “I really would have liked to have won more Super Bowls. Three is not enough.”