Decisive Inclusion

Racing crew chiefs sign up for pressure-packed decision making and relish the opportunity to make important choices with split second efficiency. With all the distraction and activity found during racing action, crew chiefs analyze available information and act with the authority creating a teamwork model that applies in business.

Crew chiefs sit atop their pit box perches and look forward to the challenge of hundreds of crunch time decisions. Like crew chiefs, great managers  relish making important decisions. During the race battle there is little time to consult others. Prior planning identifies the specific roles of each team member and with no more than a single word, or hand signal, eager team members perform their individual duties in a well choreographed team performance. Teammates that are included perform based on their own integrity. Individual contributions are made even in an unsupervised fashion.  Quality people make good choices based on their own values and always do the right thing even when others aren’t looking.

Clear direction and role identification allows team members to complete tasks in a nearly automatic fashion. Repetitions and rehearsal during the week results in great work on race day.  These same team members are a wealth of information. The people that are on the floor, and at the center of activity, know the strengths and weaknesses of the entire organization. Information at the point of attack should be regularly cultivated by leaders.

Wise crew chiefs consult their teams during the week when there is ample time for discussion. Trial and error outside of the pressure of crunch time increases the odds of producing profitable decisions. The best information comes from the people that actually perform the work.

In business, the crew chief role can be interchanged with president, foreman or any team leader position.  The common theme is that effective leaders consult their teams when there is time to collect and debate the information. As managers, we can mimic a race team that prepares in the shop for optimal race day performance.  Storing gathered team information for future reference is a sound best practice.

Effective managers will improve decision outcomes if they learn to differentiate situations that fit the committee approach from when to make independent management choices. Employees that are included in the committee approach are content when independent command choices (direct orders) are made. Regular involvement allows team members to clearly see why command decisions are needed. During pit stops, everyone listens to one message and discussion is saved for another time.  The result is clean execution of processes improved through a group forum. Defining when the chain of command is needed, balanced by team participation and ROI, leads to better choices and a energized team.

When time is short, intimate knowledge of your collective team resources allows the successful manager to make independent decisions with the best chance of group approval. We as managers need to prepare for situations where group consultation is not possible. Independent decisions that are born with the collective team data stored in memory result in independent decisions that instinctively reflect the needs of the group. Managers that reach a high level of quality decision making have learned that regular inclusion and communications with their team produces an efficient and loyal operation. Successful leaders have the insight to make independent crunch time decisions based on the combined historical knowledge of their team.

Role identification and clear instruction provides the framework for a productive group. Content co-workers identify and discover a never ending supply of great ideas. Leading and following are replaced by guidance and participation.

Race day decisions made by crew chiefs are contrasted by the group inclusion found weekly in their race shops. Comparing your company decision making process to that of a crew chief will help you form the mental vision to make efficient decisions. The crew member making their contribution to a 12 second pit stop is very much like what we see in business.

The race day analogy clearly depicts how our decisions can’t always be supported by the committee approach, yet we know we make better choices if we include the appropriate team members often. We can vividly see how during a pit stop every member of the team has a clear and identifiable role. A pit stop dramatically points out the need for a time frame and a good deadline!

The crew chief comparison shows that game time success is dependent on contributions from the entire team. The collective knowledge of a group creates the decisiveness required for ongoing success. Effective teams have clear direction, identified roles and a time frame to complete their tasks.

If we as managers are respectfully confident in our decisions, then the groups that we lead will cover our shortcomings.  A sound decision making process that allows employees an active voice, results in actions that evolve into the wellbeing of all involved. Sound leadership is followed by personal and financial prosperity. Racing crew chiefs know how to motivate and how to create the ultimate team environment. Managers will be well served to emulate the teamwork model created by professional race team crew chiefs. Inclusion is contagious. Winning on the track or in business includes the entire organization.

Go Forward – Move Ahead
Jeff Butcher

The Nose Knows

Whizzing by me on the 2011 PRI Show floor, at the speed of a young Olympic sprinter, was racing industry icon Tony Tobias. Tony had someone to please and moved quickly to meet the need with a sense of urgency that his customers have come to rely upon – he truly enjoys pleasing all.  He literally ran at full sprint to accomplish his mission when most would chose to casually saunter across the million square feet that is PRI Orlando.  

Pushing around 80% of 100 years, Tobias continuously exudes energy at well over Einstein’s mandated universe speed limit of 186,000 miles per second, otherwise known as the speed of light. In racer terms, the speed of light is 700 million miles per hour. At that speed, bump drafting is highly discouraged. Tony’s mental horsepower is immeasurable as we have yet to construct a dynamometer that can record the synapse speeds racing through the brain of the one and only Tony Tobias. Tony is the Vince Lombardi of the racing community – a proven leader for sure.

Tony’s long tenure, at the insanely well made Racecar Engineering Magazine, provides a documented example of how one individual can maximize a business brand by leveraging their personal brand. Tobias proudly introduces himself to new faces with the self imposed moniker “Tony the Nose”.  He leaves an indelible mark and when he meets someone for just a few seconds, he is remembered. “The Nose” connects himself to his company. He combines his personal brand with the branding of Racecar Engineering. Elephants never forget, “The Nose” is never forgotten.

You can count on Tony to greet you with his glowing smile. The energy he exudes is contagious, it is powerful. Why walk when you can run? Tony is full speed – full time. Tobias is a noteworthy face in the racing niche and provides a human example that everyone can learn from. Racecar Engineering and Tony are one. Tony has created a personal brand that confidently announces his contributions without the need of a high pressure sales pitch. The result is a successful branding effort that subconsciously leaves a memorable and positive experience for his customers – his friends. With few words, Tony ingrains his synergized brand deep into the minds of those he touches. Racecar Engineering is a magazine – Tony Tobias is genuine and he crafts his brand into the framework of his book in a caring and seamless fashion. Think of Tony and you instinctively think of Racecar Engineering.

Tobias is always on the move and gives people what they want. His warm welcome makes all on his path feel better than before he arrived. His approach is to partner by cultivating relationships through integrity, energy, and devotion. Tobias has zero need to sell. His customers are his friends – they are his extended family. He proudly takes a God given physical attribute and utilizes “The Nose” to create a fun and memorable experience. Quality marketing, in its simplest form, is defined as leaving a memorable positive impression. Tony is having the time of his life and has created a coveted branding story by simply allowing others to witness Tony being himself. The deal is closed through identification of need. Solutions are offered verses needing to be sold. Sales people sell – Tony delivers.

Enthusiastically embracing new ideas has made Tobias relevant over the long haul – he has laid the ground work, in earnest, to always be relevant. A quick review ofhis Facebook photo albums displays a man having a blast every single second – the 10 year old boy inside is easily seen. Tony is an avid social media user and his approach to life gives us all an opportunity to learn from his dynamic and ever evolving adventures.

Tony has spent his lifetime creating an individual brand that is remembered. His lifestyle is his brand. By combining his profession with play, Tony proves that passion and fun invoke a high level of success in the workplace.

To create the unique marketing plan, that you can admire and cultivate, taking note of what Tony Tobias accomplishes will give you a proven template to emulate. Tony demonstrates that enjoying life results in overall success at home and in the office.  A complete well rounded life creates a universe full of memorable impressions. If you knew the Tony Tobias formula, then you would be sought after as the one that knows. Memorable marketing is what “The Nose” knows. Being yourself is the one tool that you always control, once you believe that you create your own memorable impressions, then you will be your own unique version of - the knows.

Go Forward - Move Ahead
Jeff Butcher

Tony Tobias, Racecar Engineering Magazine and Autosport Engineering Show.

Why They Race - a story about passion

A shimmering golden door hides a giant corporate machine that produces the next racing star of tomorrow. Once the door is opened the legendary machine guarantees racing fame and a long money filled career. Mesmerized, parents forget the comforts of home and stand in an endless line in hopes of placing their offspring in the proficient golden gadget located near a 2.5 mile oval Florida shrine. Reputation convinces parents to try and they are certain the elusive hardware will do all of the work instantaneously transforming their child into the next racing hall of famer. Nearly all youngsters would be better off honing their skills at their home track but Jeff Gordon, Tony Stewart and Kasey Kahne are rumored to be products of the wonderful machine. Jeff, Tony and Kasey know the golden door is a myth, yet history shows that the racing gods in Daytona Beach create new legends in lock step with the fall of an aging and once bright star.

Parents believe that when a young kid is given the key to the golden door the corporate machine can magically stamp out the next budding star of tomorrow regardless of their experience level. Many kids with whitened teeth and hair from the cover of Fashion Quarterly enter, but only one in a million emerges with the needed poise and skill of a true champion. With what seems to be an ever younger child inside, the pristine machine shakes, steams and vibrates working magic and applying mythical power to the chosen few. At last, a shot at the big time – it is all so easy or so says the legend.

Years ago I was at my home race track in Monroe Washington. Evergreen Speedway was located smack downtown and the grandstands doubled for racing and cow judging at the yearly fair. Richard Petty, Bobby Allison and Cale Yarborough were the racing gods of the day – corporate America allowed few gods back then. Legends in the era of black and white photography earned their time in the sun with actual grit, determination and plenty of beer.

By the age of ten I had been to the Evergreen Speedway many times. My dad would load me into his Chevy van with blankets to sit on and an Igloo cooler packed with his two beers hidden under a layer of ice and our PBJ sandwiches. Dad’s van was a true California special complete with crushed velvet seats and a stereo system that could rattle the windows out of an Army tank. Since we lived in Washington State, and not California, Dad’s ride really turned some heads. BF Goodrich T/A radials and 5 spoke mag wheels were the perfect accent to the airbrushed scallops that ran down the sides of the highly customized Chevy van. Riding to the track in style was a required part of racing back when I was ten. Mini vans weren’t allowed in the parking lot then. Little did I know I was learning why people race while chatting with my Dad on the 40 minute trip to Monroe.

We were regulars at Evergreen so even at ten I knew my way around. We sat in the exact same spot every week and nobody would even think of invading our turf. Eagerly, I would lead the family to the base of the grandstands turning left to look up at our favorite spot - 8 rows down from the top, 7 seats to the left of the isle and just past the start finish line. From there we had a perfect view of turn 1.

Turn 1 was where all the action took place and early in the year the turn 1 pond was still full - a beautiful combination of soupy water mixed with authentic northwest mud. Our bellies ached from laughter when drivers spun into the pond creating a giant brown splash. Thoughts of the billowing puff of steam filled the long Saturday night drive home with plenty of laughter. On special occasions, a rookie push truck driver would park too close to the pond and a muddy tsunami would cover his freshly waxed truck – real racing right here at home complete with material for America’s Funniest Videos.

Saturday nights weren't complete unless a couple unexpected racers got a shower in turn one. Racers that landed in the turn-one pond were usually unharmed. Mud on thier faces and bruised egos caused more damage than their cars ever saw on the track.

Drivers and cars that landed in the pond were usually unharmed. The mud on their faces, a uniform dripping with puddle water, and egos that were more wet than bruised came standard with the admission price. The turn 1 puddle taught me plenty about why we race – it would just take me years to understand.

I fondly remember my favorite local drivers from back then. Real drivers that inspired me to get out of the bleachers and work on racecars were my idols. They had greasy uniforms, tussled hair and bad mustaches that would make them look more like adult film stars than racecar drivers. My visions resemble an old Elvis movie creating a dramatic contrast to current victory lane scenes with Kasey Kahne and his Budweiser Chevy sponsored by the GM Dealers in Gatorade Victory Lane at the Powerade Winners Circle celebration. Over the chaos of the celebratory noise you could hear Kasey say, “Which hat do I wear now?”

According to legend - in Kasey’s interview - he would utilize skills learned in the mythical machine. He would announce in his politically perfect voice; “I want to thank all of my sponsors, we had a really good car, the team worked super hard, the engine shop gave us a great engine and I am really proud of my team, my engineer, my PR guy, my mom and my dog”. It goes without saying that his dog is named “Impala”.

Amazing results - maybe the golden door really works! Sorry Kasey - I could have picked on anyone, but since we are both from Washington I figure you would give me one freebie or maybe you would let me off the hook because my comparison to new and old is just “one of them deals”.

From our family Evergreen bleacher spot we could hear the announcer, well sort of. The thunder of the race cars muffled some of the words but back then my hearing was not yet hampered by the 100’s of times I would be in a closed garage with unprotected ears being bombarded with 8000 RPM’s and an engine guy that said he was setting the timing. I was never sure if the timing was set correctly or if it was just the engine tuners weekly playtime.

When ever the announcer mentioned my favorite figure eight driver I would perk right up. The loud speaker would crackle like an old scratchy LP - “….and starting on the pole - Dirty Dan the Sewer Man”. Funny how 35 years makes a reference to a sewer sound romantic.

Dan Knott was a racer. He raced for the pure fun. To him, Daytona was a post card with a white sandy beach and a bikini girl with oversize sunglasses - mythical corporate machines not required. My Dad learned to be a chassis guy on Dirty Dan’s team and in true racer tradition he passed on all his knowledge to me. Dad taught me plenty.

Dirty Dan the Sewer Man somehow made a reference to a sewer sound romantic. Dirty Dan (Knott) raced for fun - we all could learn from Dirty Dan.

My Uncle Bob turned wrenches on the Sewer Man’s car and he simply loved being around the track. Uncle Bob was a mechanic by trade. He could diagnose an engine simply by holding a screw driver over the intake - no need for one of those big fancy red boxes with a TV screen on it. Uncle Bob could simply listen to the engine and with the experience of real grease under his fingernails he could have you back on the road for a few bucks, a cold beer and a have a nice day smile – those were the days!

Dirty Dan had plenty of company. Ben Chandler, The Wizard, would add a certain color to the festivities making sure everyone in Monroe had something to cheer for. Crazy Carl Zaretske would smash the gas on and off through the turns of the Evergreen Figure 8 track. Carl had his trademark driving style. Whomp, whomp, whomp – you could hear the throttle pedal go to the floor about 8 times in each and every turn. To Carl, being smooth was saved for flirting with female groupies in victory lane.



Crazy Carl Zaretske was instantly recognized with his maroon 57 Chevy and the hand painted No. 2 on the side. Crazy Carl would stomp the gas on and off through every turn as he muscled his way to the front.

Why would Dirty Dan, Uncle Bob and my Dad race so hard when the mythical golden door and corporate machine was not even on their radar? Was it the time in the shop away from real life? Maybe it was the relaxation of building a mechanical marvel – figure eight cars were pretty cool! In what other sport can you dress in tacky oil stained uniforms and be rewarded with a crazed crowd that cheers wildly at every wreck, fist fight and photo finish? Perhaps it’s the camaraderie? The junior writer from the Seattle Times would just say it was for the love of the sport - he had no idea - the night before he was covering a high school chess tournament. Being low man on the totem pole meant he did all the bottom of the barrel assignments. Journalism at it’s best!

Maybe we race as the universal goal of competing creates a common racers’ bond – a bond so powerful that Saturday night at the track is more important than friends, weddings, anniversaries and kids birthdays. Respect strengthens the holding power of the Saturday night ritual and even the toughest competitors and bitterest of rivals treasure the compelling power of the racing bond. Every true racer feels remorse, but wouldn't think of showing any sign of emotion - when their enemy’s auto show perfect machine met with an untimely concrete collision.

Racing is so unique that it has its own language – mess with us and we will fire a warning shot - fool with us and we will take off your head. True racers can spend an entire evening in the shop and speak volumes with out uttering even one audible word. In a racer’s shop, there is a poetry of information that is often spoken with a single head nod, a curled eyebrow or a subtle shoulder shrug. Clattering wrenches keep rhythm with the cycle of the week – Saturday night comes each and every weekend during racing season.

Drivers too have their own silent language. Chrome horns spank the child in front of them and hand gestures wave a thousand messages to those passing by. A subtle right turn leaves a tire mark on the competitor’s door – a rubber zero clearly communicates the opinion for the duration of the night. Those who push the window too hard are given a firm squeeze into the outside wall shortening one day and lengthening six nights.

From the comfort of the crushed velvet seat in my Dads’ van and the fabulous puddle in turn 1, I learned that we simply race for fun. True racers know that just having fun is reason enough to sacrifice normal behavior in exchange for another Saturday night fix. Since we are all still ten at heart, why look for the fickle and elusive golden door of corporate magic? If we want clean fun, we just need to remember Dirty Dan - he had fun –  and he found gold right here at home.

Go Forward – Move Ahead
Jeff Butcher

P.S. This particular story is a self indulgent piece that is outside of the typical business insight on this blog. The weathered eyes of great people glimmered brightly when they read my take on history. Touching of old memories made several hard working people happy. In the end, witnessing their pride gave me joy that will be remembered. At times - writing simply serves as a selfish vehicle to document things of value. In this case, rewarding value is the point of  this loosely defined business article.