I love racing! Drag races, NASCAR, Formula One, Moto GP, motocross, dirt track, stock cars, mud racing, foot races, horse races, heck, even turtle races. It’s just fun to watch and to compete.
I was jogging about five miles a day many years ago and felt pretty confident in a foot race. A coworker, Glenn, challenged me to a sprint at our upcoming company picnic, and I happily accepted. He was easily 50 lbs. heavier than me and had huge thighs and broad shoulders, but I was a runner, and he was not. On the day of the race, we were side by side and set for the 100-yard race. I smiled at him and readied for the start. All our coworkers were cheering us on. They yelled “Go!” and I gave it all I had, but Glenn exploded off the line and disappeared into the distance ahead of me! What? How? I was shocked and amazed that I had lost. The race was over in seconds.
Here’s the secret. Glenn was powerful and could sprint like a cheetah, but he would never have lasted for a longer race. I could run for miles without fading, but I wasn’t fast on the take-off. I had chosen the wrong race.
Everyone can win when they match their strengths with their chosen challenges.
This also applies in business. We each have natural competitors that do what we do within our respective markets. We also have coincidental competitors providing other options for our potential customers.
For example, if you’re an auto repair shop, some of your customers could choose to avoid a repair by just trading the car in on another vehicle. In that case, your competition isn’t a competing repair shop; it’s the car lot or dealership up the street. If you own a camping resort, and a nearby hotel nearby decides to add cabins to their property, you might lose business that would have otherwise been yours. An Uber driver might lose clients to a commuter train. A motorcycle dealer might find some of its potential customers opting for a racetrack driving experience instead of a new bike. A company selling Texas steak gift boxes might lose business to a gift certificate for spa weekend as a Christmas gift. In other words, your competitors don’t always look like competitors.
A young teacher once told me, “I don’t believe in racing. It’s too dangerous and a waste of resources.” She simply saw it as a bunch of guys with too much testosterone spending massive amounts of time and money on expensive toys. She didn’t understand that racing and, specifically, professional racing is about much more than just winning a race.
While it’s true that much of professional racing is participants flexing their muscles and trying to be the winner, it’s also entertainment. But, it’s also about product testing, creativity, experimentation, discipline, teamwork, marketing, and so much more. It’s a sport like football or baseball but with more sophisticated equipment and multiple participants – drivers, crews, mechanics, managers, marketers, etc.
Kawasaki Racing once hired me to coach their Superbike Drag Racing Champion, Ricky Gadsen, on public speaking techniques. They flew me to Indianapolis and welcomed me into the pits with their racing team. I even got to stand at the starting line as two superbikes exploded off the line into a race!
What struck me about this whole experience was the dedication everyone on the team had to the races. They all knew their jobs, and each contributed to the team’s success. Ricky alone didn’t win; they, the team, won the races.
Personally, Ricky is a good-looking guy with super-fast reflexes and a competitive spirit, and he’s very likable. I had dinner with him and his wife. In racing, he’s a star and well-suited to the role. Off the track, he’s just a regular guy. He found the right races for who he is. It was a perfect match.
This is true for you and me too. Off the track, we’re just regular folks. But when we find the right niche to apply our unique talents, we can become world champions! As a professional, what are you really good at? What would you like to become really good at? Is that the right race for you? Are you participating in races that aren’t a good match for you? Are there any other races you should consider running?
As I reflect on my time consulting with ATRA, speaking the Expo, and writing for GEARS Magazine, I’m certain that I’ve been in the right race. It’s been mutually rewarding and, of course, challenging at times – a perfect match! However, my interests have expanded into new and different venues like music, for instance. Of late, I’ve also enjoyed doing more writing and performing music.
But you can only fully participate in and remain fully committed to so many races. Eventually, you must choose which races you can squeeze into your schedule. Time eventually becomes the most significant limiting factor.
With that in mind, I want you, my readers, to know that this article marks a turning point for me concerning my involvement with ATRA and GEARS Magazine. ATRA is in a period of transition and so am I. This is the last of my regularly scheduled monthly articles. I’ll be turning my primary attention to other races.
However, this doesn’t need to mark the end of my relationship with you. As always, I’ll make myself available to you, ATRA, and GEARS. While my monthly column comes to an end, I’ll still write articles for the magazine on an occasional basis.
It’s been my pleasure running the race with all of you for the past decade. As I pass the baton on to you, I look forward to watching and cheering for you. I’ve thoroughly loved racing alongside you. In the meantime, good racing!
Jim Cathcart, CSP, CPAE, is a long-time friend of ATRA and GEARS magazine. He is a Mentor to small business owners and a Professor in the Executive MBA program for California Lutheran University’s School of Management. More importantly, Jim is a true professional: past president of the National Speakers Association, inducted into the Sales & Marketing Hall of Fame in London, author of twenty-two books, life member of the American Motorcyclist Association, and recipient of the Golden Gavel Award from Toastmasters International. Reach out to Jim at info@cathcart.com or visit his website Cathcart.com.
