Because of the Ferrari myth, Formula One drivers have normally two big goals: 1) winning the championship and 2) winning the championship with Ferrari. After Michael Schumacher won 1994 and ’95 the championship, he decided to leave his comfort zone and change for the next season to the Ferrari team, even if they had not been competitive at that time. “I will do everything I can to bring the Number One to Ferrari. The whole team and all the fans deserve it.” He gave up his established position at Benetton, with a very good forecast to win the championship again, but to start a long term adventure with Ferrari, being aware that the first years he might not be able again to win the season, but step-by-step had to develop the team together with other key-employees. “When you start out in a team, you have to get the teamwork going and then you get something back.” Result: Five championships from 2000 to 2004. Of course Ferrari offered him a high salary, but the main reason for Michael’s choice to change the employer was that he wanted to be part of the Ferrari myth. As Jean Alesi said before: “That was my dream, to drive for Ferrari” and Kimi Räikkönen later: “If I could have won five or six titles with another team, I would still take this only one with Ferrari”.
An established brand does not only motivate the own employees, but revalues the whole industry and makes it an attractive place to do business. It even motivates its competitors. Fair and free competition, including respect for the competitor, does not force employees to deliver their highest efforts, but motivates them to do so. Thanks to intrinsic motivation, the expected award is not the primary motivator, but the process itself. Enzo once said that races amuses him. Decades later, in 2017, Mercedes Benz Formula One head Toto Wolff confirms that after three years where his team reached extraordinary results and practically drove in their own league, he rediscovered in that year his love for Formula One again, as the Mercedes and Ferrari-drivers had been close to each other, and both teams won races. “I love the intense competition. It means you won’t be winning easily – you’ll have to fierce fight”. To develop such a flow of emotion, the competition could be intensive and go to the limits, but nevertheless have to be based on values and respect to each other.