Business can learn from motorsport
A book review written by Business of Motorsport tutor, James BaileyÂ
Recently, I bought a book. It was about having a winning mindset in business by delivering change management effectively. Nothing surprising there, as I’m the NMA’s Business of Motorsport tutor in Business Change Management and a director of PitBox91, a PR agency that helps clients navigate change through clear communication.
So why do I mention buying another book when I already have shelves of business books? The author may be surprised his book fits into this category as he didn’t know he’d written a great business text. Damien Smith, the former editor of Autosport and Motor Sport, succeeded in making ‘Benetton: Rebels of Formula 1’ a fast-paced, informative and entertaining journey of how a fashion company came to dominate the sport, taking Michael Schumacher to his first two world championships. It’s a brilliant read for racing fans, but for a business leader the book also provides inspiration.
Being nimble and able to navigate changes of regulations, engine partners, sponsors, investors and figurehead leaders were significant factors in how the United Colors of Benetton shook up the F1 establishment. The team adapted at a pace that was alien to legacy rivals such as Ferrari or Lotus.
Benetton’s leaders changed: from the charismatic networker Flavio Briatore to the engineering-focused David Richards and Tom Walkinshaw. But what didn’t change was the tight-knit performance focus in the factory and paddock. It’s no coincidence that racing insiders still call the team ‘Enstone’, its Oxfordshire location, rather than the names of its many owners over the years. Whether it was called Toleman, Benetton, Renault, Genii Capital or Alpine, these smart leaders let the Enstone experts focus on the job while they navigated the complex world of corporate finance, investors and multinational car company politics.
What did I learn from this non-business book that can applied in businesses? Adopting the mindset that wins in motorsport is a powerful strategy that can give companies an edge particularly in non-motorsport automotive sectors. Motorsport, known for its fast-paced, high-pressure environment, requires precision, adaptability, and relentless commitment to excellence.
These are the five learnings I’ll be applying to our business, and also embedding in my NMA course lectures.
1. Precision and Attention to Detail
In motorsport, every split second counts, and even the smallest detail can make the difference between victory and defeat. Teams must ensure that every aspect of the car and race strategy meets exacting standards. In business, precision matters.
2. Data-Driven Decisions
Motorsport teams rely heavily on data to optimise car performance, from telemetry data to weather patterns, track conditions, and tyre wear. Businesses also need to make informed decisions, adjust strategies, and optimise efficiency and effectiveness through data.
3. Adaptability in High-Pressure Environments
Motorsport is a sport where anything can happen at any given moment. A race can change in an instant due to weather or reliability issues. Motorsport teams must be adaptable and nimble. In the fast-paced business world, agility is equally important. Adopting a motorsport mindset helps businesses remain flexible and agile, able to react swiftly and effectively to any unexpected changes, from pandemics to tariffs.
4. Teamwork and Collaboration
Behind every successful motorsport team is a network of specialists, from engineers and mechanics to strategists and drivers. The collaboration between these different professionals is key to success. The motorsport mindset emphasises the importance of working together, trusting each other’s expertise, and constantly communicating to achieve a common goal. That’s something I teach in the Change Management module of the Business of Motorsport Master’s
5. Continuous Improvement and Innovation
The pursuit of perfection is never-ending in motorsport. Teams constantly analyse their performance, learning from past mistakes, and pushing the boundaries of innovation. Whether it’s upgrading car technology or fine-tuning strategy, the motorsport world thrives on constant improvement. Our course teaches how to set a common goal and apply techniques such as ‘the twenty-mile march’ ensure the team progresses to its goal.
Conclusion
The mindset that wins in motorsport, defined by precision, data-driven decisions, adaptability, teamwork and continuous improvement, provides a powerful framework for business to follow. By adopting this high-performance mindset, the business I work in drives results for clients across both motorsport and non-motorsport automotive sectors, and it’s motivating to share this thinking with students.
James Bailey
Business of Motorsport Tutor / PitBox91 Director
If you’re interested in purchasing the book, you can do so by clicking the button below
