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Chapter 10. Individuals: Are You a Ford or a Ferrari?

Chapter 10. Individuals: Are You a Ford or a Ferrari?

  • Fords want security, raises, and promotions; Ferraris want turbulence, and a chance to work on the “next big thing”

  • Management must learn to understand the motives and priorities of Ferraris

  • Ferraris may revitalize the American tradition of individualism

For the first time since the Great Depression of 1929, America has a group of people who bear no depression-era scars. Though small in numbers—they're a minority within the generations of younger boomers, GenX, and GenD[1]—they're extremely important. I call them Ferraris and they are significantly different from the majority of people who are Fords. There are many, many more Fords than Ferraris, and the two groups have almost nothing in common. Most members of management are not Ferraris and they don't understand what motivates this group.


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