Made in Italy: Ignites Passion and Emotion

Now that we’ve all had the opportunity to sip that perfect cup of espresso and linger in the conversation, I’d like you to imagine another story. You are getting behind the wheel of an experience.

I’m talking about a car that is powerful yet graceful, sexy and strong at the same time; this flame red beauty is one of the most recognized brands in the world. It will make you feel irrationally elated and giddy at the same time. It surely does stimulate the competitive spirit in us, doesn’t it?

Here’s one of the cars on via Emilia, a street built by the Romans, in center city Modena –- they make the car in Maranello, near my hometown.

The dream of a man, Enzo Ferrari, that one day he would own his own car ignited the project to deliver the first one. First time out and the two-seater 125 Sport won the Grand Prix in Rome in 1947. A grand debut.

This here is the 2006 Ferrari P4, one of those produced in limited quantity.

In 2005, only 5,400 were built globally. The factory launched the new 612 Scaglietti sculpted, as a BusinessWeek article so aptly describes, by Pininfarina.

You may be surprised to learn that Fiat currently owns 56% of Ferrari. It shouldn't be as much of a shock, as the transition started in 1969 at 50% and was as high as 90% in 1988. So we have the new 500 on one end of the spectrum, and the new F1 on the other.

Yes, I drove one -- all I can say is that nobody in their right mind will let me near a stick shift here and that red is a good color for me. You can test drive one too, if you're a client, at the Detroit Show until January 21.

High performance is by design, not by accident. It requires that you:

1. Vote for yourself –- know what you want and what you need and then go get it. Be confident in your skill even when you are tempted not to like what you see. We’re all kind of funny seen from the inside out.
2. Unleash your passion –- don’t let things you don’t know or don’t understand get in the way: learn them, join them. "But each time I seemed to be climbing into a roller coaster and finding myself coming through the downhill run with that sort of dazed feeling that we all know." (Enzo Ferrari)
3. Listen with one ear and forget with the other –- you are in the driver seat, you decide what makes sense keeping.
4. Stay soft on the people, including yourself –- on your way anywhere, you will meet mates and you’ll meet the other kind. To some people you’ll be but a blip on their radar, to some you’ll be a source of great inspiration. Know the difference, you are accountable for it. Remain human, don’t keep score, it bogs you down.
5. Develop stamina –- think of yourself as a marathon runner. Don’t look at the time, build on the distance. "Aerodynamics are for people who can't build engines." (Enzo Ferrari)
6. Take risks –- invest in your vision, explore the opportunities. When you go for safety, you shop at that price. "As bend followed bend, I discovered his secret. Nuvolari entered the bend somewhat earlier than my driver's instinct would have told me to." (Enzo Ferrari)
7. Design your context –- chisel away all the marble and what you have is the masterpiece. Edit down as appropriate, sculpt your experience, you decide.
8. Have a “to be” list –- be interested, adaptable, and open to new ideas, including yours. Many call this attitude, I call it spirit (Lat. spiritus = breath).
9. Stage and experience –- and you will learn something new every time. This is not rehearsal, it’s the real deal. Go at it with gusto and panache. The verb perform is built into performance.
10. Be very clear that you will succeed –- and you will.

Performance is a highly emotional business. Emotion (Lat. ex = out + motio = movement) leads to action.

Comments

[Stephen Denny]

A "to be list" -- I hadn't thought of that, very thought provoking. How about "swagger" as a good descriptor. Physical arrogance and a goal line mentality. Performance above image. Style and grace under pressure (isn't that 'sprezzatura' in Italian?).

[I can't help it, I'm a fan of fast cars driven well. My father was one of the original PR guys that brought Porsche to the US in the 60's. Ever since then, whether crashing them or driving them, I've really enjoyed high performance cars].

[Gavin Heaton]

OK ... you are always going to get a response from me on a car or motorbike post ;)

The thing about cars and bikes is that they are often external manifestations of our own internal sense of identity. This is partly why the linkage with emotion is so strong.

But I do like the way you have turned the high performance concept around and applied it to the efforts of innovators. It would be interesting to apply similar thinking to brands. Thanks for giving me something to think about.

Oh, and I am sooo jealous that you have driven a Ferrari! Just don't tell me that you have a Ducati or I will cry.

[gianandrea facchini]

valeria, i'm on gavin side about the fact you drove a ferrari. i did not have the chance, until now.
i loved fast driving and had a spider barchetta with some modification to the electronic. living in rome with my parents in cremona (north of italy at around 500 km), on saturday i used to leave very early in the morning, 5 am, and run home as fast as i can. for me it was a zen exercise. the car has nothing electrical on board since every single horsepower was committed to performance.
now i have a suv, packed with dogs, bikes, etc and my trip are quiete and contemplative. but i will test a ferrari sooner or later, hope so.

[Valeria Maltoni]

Stephen -- when at the wheel of a Ferrari, performance *and* elegance take you away with them. Being in the instant is of paramount importance. It's oh so tempting to identify with the tool/car. What keeps you alive is the realization that you are the rush, not it. The car only helps you stage the experience. Just like every great brand.

Gavin -- no Ducati, I would not want you crying just yet. As I noted in my response to Stephen, brands are pieces of our story made alive by our imagination. Of course, it helps when the brand is a sexy shade of flame red and transports us to a new place very, very, very fast.

Gianandrea -- form follows function. Isn't it amazing how the music of an engine can evoke such powerful images? Cremona and surroundings are just as special as Roma and the 7 hills.

[gianandrea facchini]

absolutely right. the engine sound is something special. i know it sounds a bit testosteronic.

[Mark Northern]

I was lucky enough to spend some of my childhood years in Brindisi. My dad loves to talk about one memorable day on the Autostrada. He looked up into his rear-view mirror and saw a small red shape... then looked down at the road ahead. He heard a sudden, loud engine roarrr... but when he looked to the side, there was nothing there. When he looked straight ahead, he saw a small red shape. A Ferrari, of course.

Dad was lucky enough to see several of Enzo's creations, up close and personal. He used to spend hours in one particular garage, just watching the mechanics tinker with those exquisite machines.

What a brand. The familiar stallion logo can even be found on sneakers these days.

[Valeria Maltoni]

Gianandrea -- the sound of a high performing engine is music to my ears so I guess I'm saying we respond to it equally.

Mark -- the class and speed of the Ferrari brand come through in the logo. I was lucky to grow up in an area where I could see so many. These cars look fast even when they're not moving!