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Steve Phelps
Steve Phelps
Position: Senior Vice President and CMO
Company: NASCAR
Mission: The marketing chief behind America's No. 1 spectator sport took a job in the race pit.

It was a brand-new experience for me, especially at the racetrack. It gave me a look behind the scenes I had never seen. I became part of a NASCAR team, and it was a lot of fun. I joined as a member of the pit crew, and I didn't have an appreciation for how hard these guys work. Tremendous amounts of training go into what they do, and the specialty knowledge they have to help the cars go fast is amazing. A tire specialist can look at a tire and tell how it's wearing and know how to adjust it during the race. One of my jobs was a rear-tire carrier. You're carrying 75-pound tires, and you have to squat and put it on. And these guys are essentially changing four tires and adding a full tank of fuel in 13 seconds or less. I didn't pass out, but they did have oxygen ready. It was grueling but fun.

I talked to my senior management about the experience, and the thing I was struck by is that it ends up being about people. But it was also that these people who work behind the scenes had a genuine love and passion and an enthusiasm for the sport. And they love their jobs. They are great ambassadors for our sport.

I had always prided myself on listening to my employees and being a people's manager, but it's difficult in a big organization. You have to get to a place where you understand the needs of the employee on an individual basis. Let them be themselves, speak their minds. Give them the opportunity to be excellent. Each individual is an important part of the whole.

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Last updated September 22 2010: 10:28 AM ET
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