Shula said the organization swung and missed on Incognito.
"You win with good people on and off the field," he told The Miami Herald this week. "They took a chance on a guy with a bad reputation and it backfired on them."
The Dolphins haven't had one winning season since 2008. The years of mistakes, disappointments and now a high-profile embarrassment pain the legendary coach.
"It hurts. You hate to see it happening," he said.
Given how the Incognito situation is playing out in the national spotlight, the hurt likely will not to go away soon.
"Just to get back that credibility," he said.