There’s a lot that can be said about Joe Tomarchio. A co-founder of the Mr. Tire store chain that he and his brother sold to Monro Inc. in 2004, he has spent more than 50 years in the tire industry. He has fine-tuned his retail strategy after also leading more than 1,100 tire and automotive service locations in 27 states for Monro. He sees things as black and white — and that includes everything from the importance of human capital and paying employees well to charging customers appropriately and operating profitably. (He says tire dealers always know prices, but they don’t know their own value.) Tune into this episode of The Modern Tire Dealer Show for a pep talk, and some tough love, from Tomarchio.