You know the Bill Parcells who turned basket cases in New York (the Giants and the Jets), New England and Dallas into playoff teams. You may not know Bill Parcells the value creator--a record $300 million in incremental value to the last three teams he has coached. Together the Patriots, Jets and Cowboys gained $1 billion in value over the years he coached them, compared with the $700 million they would have gained if their appreciation had merely tracked that of the whole league. In most cases he pulled it off without new, revenue-driving stadiums that have strapped other teams, like the Redskins and Lions, with huge debt. "I think it's coincidence," says Parcells, 68, in his second year running the Dolphins. "I came along at a time when values were on the upswing."