IndyCar Mission Refocus

I appreciate the following admonishment from Osca, a frequent and valued contributor.

"Roggespierre--please don’t lose focus..."

Thank you, Osca. We shall press on in search of a Mission for IndyCar racing.

Citizen John has proposed one that is worthy of our attention.

Mission Statement:
IndyCar exists to provide a superior auto racing product for the avid and casual fan alike that is compelling, entertaining and fun to watch. IndyCar is committed to making every interaction a fan has with IndyCar an exciting, enjoyable and memorable experience.

I notice the following core components.

• Market Segmentation: avid fan vs. casual fan
• Customer Focus: compelling, entertaining, fun to watch
• Reciprocal relationship between buyer and seller: exciting, enjoyable, memorable experience
  

Recall that our Mission Statement should indicate both why and for whom IndyCar shall exist. For guidance, we would do well to refer to our Vision Statement.

Vision Statement:
IndyCar shall be the clear number-one choice among auto racing consumers in the United States. At its core is the Indianapolis 500, an iconic American institution that shall transcend the sport of racing and be a worldwide automotive celebration.

In my opinion, Citizen John's proposal effectively addresses the goal of becoming "the clear number-one choice among auto racing consumers in the United States," insofar as it focuses on customers first.

Both Citizen John and BC have addressed the issue of psychological benefit to customers. Specifically, the pursuit of speed records has historically been a major selling point of the Indianapolis 500. Physical limitations being what they are, IndyCar is unlikely to have that particular inherent advantage going forward.

Therefore, I ask the following question. Was it really speed records that so intrigued Indy 500 fans? Maybe, but maybe not.

Might it have been the parallel notions of progress and human achievement that really drove the intrigue? These are powerful forces in the history of American Thought.

I would suggest that speed records were much more than mere thrill shows; they were a source of pride because they seemed to confirm what so many postwar Americans were inclined to believe was good and right.

Our Mission Statement should speak to the base passions, prejudices and values of "auto racing consumers in the United States." We should value innovation because it not only appeals to customers' passions, but also because it might enable the 500 to "transcend the sport of racing and be a worldwide automotive celebration."

Innovation can mean more than just spending money to go faster.

Thoughts?

Roggespierre

IndyCar: Seeking a worthy Mission

We seek a Mission Statement for the series that shall compete at the Indianapolis 500. The task of linking the existential (Vision) with the phenomenological (Action or Mission) is extremely difficult.

For example, it is one thing to write that, "We hold these truths to be self-evident..." It is quite another to incorporate those assumed truths into actionable law that is intended to govern present and future behavior.

That is why it is my humble opinion that Gouverneur Morris is among the more underrated Founding Fathers of the United States. He drafted one of the most meaningful and eloquent Mission Statements that I have had the privilege to have read.

John Locke and Thomas Paine provided the Founders an idealistic conception of what they wanted the United States of America to be; Morris brilliantly prescribed what it was that the new nation would do. Equally important, he did so without imposing his own prejudices on future actors.

Let us review his masterpiece and observe the ways in which he crafted a Mission Statement that was both meaningful and flexible. Let us also admire the central position that he bestowed upon customers - The People.

I shall present Morris's words line-by-line so that the profound impact of each point might be better observed.

• "We the People of the United States
• in Order to form a more perfect Union
• establish Justice
• insure domestic Tranquility
• provide for the common defence
• promote the general Welfare
• and secure the Blessings of Liberty to ourselves and our Posterity
• do ordain and establish this Constitution of the United States of America.

Mission: The Who and Why

Morris made clear that it was The People who possessed the moral authority to act. We, too, must make clear that it is The People - customers - who shall empower IndyCar to do whatever it is that it shall do.

Morris presented six reasons that explained why The People acted as they did in 1789. What are the reasons that explain why our IndyCar Series will act as it will? Moreover, why should this organization exist at all? Why will "auto racing consumers in the United States" be better off for having watched or attended an IndyCar Series event? What benefits shall they glean?

Our intent is not to establish a National Constitution, but rather to create a National Racing Series that supports and augments an "iconic American institution." What are the base activities that we must always do - what must we consistently deliver - if we are to achieve our Vision? What are the values that shall guide us?

Product: The What and How

Our Mission is not our product; it is why our organization exists.

For example, we might all agree that IndyCar needs to bring back innovation. The question, then, is why? How might innovation benefit customers - The People?

This article is intended to provide clarification as we challenge ourselves to achieve a difficult task. I promise that we shall discuss specific product attributes very soon.

Human action is preceded by Will. We know why before we determine how. This exercise is no different. That is why we need a Mission Statement and, perhaps, a Values Statement.

I look forward to reading your comments and suggestions.

Roggespierre

IndyCar: The Road Ahead - Mission Possible!

Congratulations! We have taken the first step toward reinventing IndyCar to achieve mass market acceptance. Please read our completed Vision Statement below and take a moment to think about its implications. Keep in mind that "IndyCar" is a working title for the series that competes at Indianapolis in May.

"IndyCar shall be the clear number-one choice among auto racing consumers in the United States. At its core is the Indianapolis 500, an iconic American institution that shall transcend the sport of racing and be a worldwide automotive celebration."

Mission Possible

We must now forge a Mission Statement. This is the first derivative of our vision; it describes the activities that must be done at all times if we are to activate our Vision and inspire a New Day Rising for IndyCar and the Indianapolis 500.

Again, I refer you to this concise summary of the difference between Vision and Mission from the Minnesota Department of Health. I suggest that we begin by proposing words that convey what IndyCar must do in order to be the "number-one choice among auto racing consumers in the United States." We do not need great detail with regards to product attributes. Those issues will be addressed soon enough, when we establish our Product, Place, and Price offerings in our Marketing Plan.

Mission is about core organizational purpose. We might also want to incorporate a Values Statement with our Mission. Management Consultant Carter McNamara provides a brief synopsis of Vision, Mission and Values here.

Allow me to present a few words that might get us started.

• Innovation
• Competition
• Entertainment
• Value
• Unique
• Efficient
• Profit

We need not use all of the words above. They are merely a starting point for discussion.

The words that we choose to incorporate in our Mission and, possibly, Values Statements shall be central to our next task, the Marketing Plan. It is there that we shall begin to attack the details. Therefore, I ask that you present not only the essential words, but also the underlying ideas that make those words important.

Discuss.

Roggespierre

IndyCar: Completing the Vision

Our Vision for a New Day Rising in IndyCar racing is nearly complete. However, one final issue must be resolved. The Vision Statement is presented below.

IndyCar shall be the clear number-one choice among auto racing consumers in the United States. At its core is the Indianapolis 500, an iconic American institution that shall transcend the sport of racing and be a worldwide automotive celebration.

Muskie has suggested that we insert "...featuring open wheel race cars designed for competition at the Indianapolis 500...".

Should we incorporate this language? I am tempted, albeit with some reservations.

First, we might determine that the sanctioning body should enter forms of racing that do not include open-wheel cars. However, we have identified the series and not the sanctioning body in our Vision Statement. Therefore, I think that Muskie's suggestion could fit.

Second, we have had much discussion about the relationship between the 500 and the series. I quote VirtualBalboa.

"For a series to work and grow and prosper, the races must stand on their own."

I tend to agree. This leads me to suspect that to identify a singular purpose - that of being "designed for competition in the Indianapolis 500" - for our as yet undetermined product might be a tad premature

Rocketman53 believes that the Indianapolis 500 should stand above all else. Conversely, Trick Dickle believes that a strong link to the 500 is essential if the series is to succeed.

Might they both be correct? I think so. That is why I would be satisfied to leave the "...at its core..." phrase, also suggested by Muskie, intact.

What do you think?

Roggespierre

IndyCar New Day Rising: Vision and Mission

Previously, I proposed a Vision Statement that might guide us as we seek a New Day Rising for IndyCar racing. The iteration below contains some cosmetic edits.

"IndyCar shall be the clear number-one choice among auto racing consumers in the United States. At its core is the Indianapolis 500, an iconic American institution that shall transcend the sport of racing and be a worldwide automotive celebration."

Yea or Nay?

This is the time to suggest changes and/or additions. If I do not receive any further suggestions in the next few hours, then I will proceed and use the Vision Statement above.

"Act as if what you do makes a difference. It does." - William James

I anticipate seeking suggestions for our New Day Rising IndyCar Mission Statement very soon. Some contributions to the Vision Statement discussion should be revisited when we attempt to hash out our Mission Statement.

If you would like to prepare, then I suggest that you read this very brief explanation of the difference between a Vision Statement and a Mission Statement. It was published by the Minnesota Department of Health. I appreciated its brevity.

In summary, a Vision Statement is a conception of the optimal state of being. A Mission Statement identifies those Big Picture Activities that must be done consistently in order to realize and sustain the Vision. The Mission should not be highly detailed, but it should be actionable.

And so, we press on "As If" what we do makes a difference. Let us hope that Mr. James was right.

Roggespierre