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The process is hard and maintaining it is even harder, but firms say B Corp status has cultural and bottom-line benefits.

Contract. i'm going to assume you have a new deal and how much did that add to emotion of the moment? >> the race was emotional for a lot of different reasons. obviously, this is the 100th running of the indianapolis 500 and you're right, this is right now my only race and my contract did expire last night and we haven't even talked about, you know, if we're going to do anymore races down the road but it was an incredible experience. you know, we've been competitive all month and it was important for brian herder and steve to put together a package to be competitor and we were blessed with big...