Photograph by Gabriela Hasbun

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BRUISED EGO "My ego was bruised more than anything else," Price says of his Daytona crash. "One car hit me head on, ripping off the radiator. I had practiced on the track, and knew the next thing I came to was an exit. In no time, I was back in the pit."

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WHAT MATTERS MOST Price sees a connection between racing and software: continuity. "You have a chance to pick a team, a platform. I'm very fortunate in racing that the team continuity is there, my fellow drivers, the pit crew, and crew chief. That applies equally to Savvion."

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FULL SPEED AHEAD Savvion's board members had no qualms when they found out Price prefers the fast lane. "When I came to Savvion, I had to have a candid discussion with the board. I told them I am a professional race car driver. Savvion is now emblazoned on the car and all our meeting rooms have the names of races: Daytona, Sebring, Le Mans."

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BUILDING ON TRUST "Content will always be king. It will always win out over appearances. Racing is great exposure, a great talking point, but companies need to trust us as a business. Intellect and staff horsepower are far more important."

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OUT OF THE PACK "It's a very crowded field," he says of the market for business process management software. "We're a leader in our category in all metrics. I'm extremely bullish we can emerge from the pack."