Horner describes Red Bull culture: ‘Never being satisfied and always wanting to achieve more’

Christian Horner has spoken out about the way he has tried to create the culture within Red Bull Racing. The team boss has been driven from an early age to look at every detail and never settle for what has been achieved, and he has carried this through to the Austrian team. Never being satisfied and always wanting more, that’s Red Bull.

In the podcast The Diary of a CEO Horner opens up about how he has been driven since childhood by every little detail in whatever he does. “It’s about leaving no stone unturned, it’s all about the details. It’s the smallest things that can make the biggest difference. You add all those elements together, and they ultimately reinforce each other.’

As a Formula 1 team principal, the Briton sees that this quality of his is perfectly reflected, as F1 is all about the details. ‘Certainly in the business I work in, it’s all about the details. Pushing the limits to get every bit of performance out of these great machines. Ultimately it is the people who have to take care of that.’

Red Bull culture is never being satisfied

To get the most out of it every time, Horner has created a culture within Red Bull Racing where everyone is never satisfied with what is achieved. ‘That way you want to create a culture like ours, that essence, never being satisfied and always wanting to achieve more. Then it’s almost the fear of failure that propels you forward because you’ve experienced winning, and like a drug it becomes addictive, you just want to experience it again. Having that feeling of winning.’

Within Red Bull, we always look at what could have been done better, even when winning. “As an example, the races we win, you can always learn from that, it’s never enough. The race we won in Monza, then we look at, could we have done better with the strategy, could we improve with the pit stop, could we have had a better start, was the pre-race preparation enough, did we did the free practice sessions focus enough on the things that turned out to be important in the Grand Prix?’

Fanaticism as motivation

Fanaticism plays a major role in this, says Horner. It is the fanaticism that, according to the team boss, ensures that you are never satisfied with what you have achieved, and always want better. ‘To be so fanatical plays a key role in achieving performance and never being satisfied. Not being like, ‘Yeah, that was good enough’, because it never is, there’s always something you can learn, improve on and build on.”

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