2023-11-27 23:09:40
© Julia Rotter
The native of Linz Volker Viechtbauer began working at Red Bull in 1995 as the first lawyer. Although the start was not easy, he worked for Dietrich Mateschitz for 30 years and became his close confidant. Almost exactly a year following the death of the Red Bull founder, Volker Viechtbauer published the book “Dietrich Mateschitz: Wings for People and Ideas”, giving a very special insight into the world of Red Bull.
The Linz-born Volker Viechtbauer was not only the first lawyer at Red Bull, but also a close confidant of Dietrich Mateschitz and knows his passion for Viktor Frankl’s thinking. Viechtbauer, himself an enthusiastic reader of literature, lives with his family near Salzburg. He no longer works at Red Bull, but is an advisor for Mark Mateschitz. © Julia Rotter
Volker Viechtbauer grew up with his single mother and his grandparents at the VOEST entrance # 3 in Linz until he was six years old. After elementary school and following-school care in Linz, he completed high school at the Saalfelden Federal Educational Institution. He then studied law in Linz and, following studying abroad in the USA, did the court year and his lawyer training back in Linz. In 1995 he started working at Red Bull as the first lawyer. “Everything without vitamin B, but with nerve-strengthening vitamin B12” (as an ingredient from Red Bull, note), says the author. In his book “Dietrich Mateschitz – Wings for People and Ideas” he tells how Viktor Frankl influenced Red Bull founder Dietrich Mateschitz. The book combines entrepreneurial history and philosophy into a unique – even inspiring – unity.
Mr. Viechtbauer, what was it like working at Red Bull for almost 30 years?
Dietrich Mateschitz always said: “Before I hire a lawyer, I’d rather close the company!” So I didn’t have an easy start. Looking back, the trip was just great. It was my dream job. When Mateschitz was in his 70s, his closest colleagues made a video for him, in which I thanked him for the opportunity to work at Red Bull. He was very happy regarding it.
You didn’t have an easy start, when was your breakthrough?
In my first two years at Red Bull, there were moments in which Dietrich Mateschitz and I expressed our opinions to each other – Mateschitz sometimes loudly. We asked ourselves whether I was really the right talent in the right place. The breakthrough came when a drinks retailer sold discos with cheap energy drinks.
drinks from the container, which were sold at the bar as Red Bull. I went out with friends every weekend, took samples and quickly got the whole thing shut down in court. My photo was hanging in crosshairs in the toilets of many a discotheque in Styria. With this action I fulfilled my task for the first time in the eyes of Mateschitz. It also helped that gastro veteran Robert Hohensinn appreciated my work and passed it on to Dietrich Mateschitz.
Dietrich Mateschitz always said: ‘Before
If I hire a lawyer, I’d rather shut it down.’Volker Viechtbauer
What were your coolest experiences?
The growth was cool: from one employee in the legal department, namely me, to more than 150. From 100 million euros in sales to ten billion. Formula 1, Media House, football – I have been on the supervisory board of the Austrian Bundesliga for over ten years. And Mateschitz gave me great scope and freedom of design wherever it served the brand. I would like to take this opportunity to thank the employees. From 2001 onwards I also took responsibility for the human resources agenda and I had great employees in all departments. That’s precisely why, following 30 years, we can look back on many successes to which we were able to contribute.
Which ones were they? Can you cite a few?
Yes gladly. The blue-silver color brand secured our sales. In the USA we were able to prevent parallel imports, which gave us a very healthy price level there. Dietrich Mateschitz always said: “Red Bull has a toxicology like a drug.” This has secured us sales in every country in the world, despite novel ingredients such as taurine or a high caffeine content. In addition, the HR department invented the “wingfinder” (personality test that focuses on strengths), to which I devote an entire chapter in my book.
Why did you write this book?
The original idea was to provide guidance to Red Bull employees. Red Bull is very different from “normal” companies that are primarily driven by shareholder value. After the death of Dietrich Mateschitz last year, the book may also be of interest to a larger readership. After all, following reading the book, Dietrich Mateschitz also said: “Maybe it’s something like an obituary.”
What is the book regarding?
About Viktor Frankl’s central ideas, which have found their way into Red Bull’s corporate philosophy. It’s something like Red Bull DNA. Dietrich Mateschitz liked to refer to Viktor Frankl in one or two interviews when it came to freedom and personal responsibility. He had attended his lectures.
Dietrich Mateschitz died on October 22, 2022. After reading Volker Viechtbauer’s book, the Red Bull founder said: “Maybe something like an obituary.” © Shutterstock
What are the central ideas of Viktor Frankl and Red Bull?
On the one hand, it is the idea of freedom and personal responsibility for each individual, in life but also in a professional context, which of course particularly interests us here. On the other hand, there is devotion to a person or thing, the so-called self-forgetfulness or self-transcendence. Viktor Frankl always used a very beautiful allegory in this regard: “It’s like the eye. If it sees itself, the person is suffering from glaucoma or cataracts, so he is sick. His eyes are only healthy if he can clearly perceive his surroundings and other people.” People should therefore think less regarding themselves and more regarding their tasks in life. The final thought is to take people as what they might be and not as what they are; So it’s regarding trusting them. Paradoxical intention also plays a role in overcoming fear. All of this can be transferred very well from logotherapy to people and companies.
The secret of Red Bull’s success was and is that we are like this
Talk as little regarding us as possible, but rather let the brand, people and ideas speak for us.Volker Viechtbauer
How specifically does Red Bull implement these ideas in its employee management? Do you have any examples?
Many examples are given in the book. We try to motivate employees to make a meaningful contribution and take responsibility. Don’t think first regarding yourself, regarding short working hours, high salaries and a career, but regarding your tasks and contribution to the company. If you’re good at your job, all of this comes naturally. Not intentionally, but as a consequence of doing your job well. Humility is also important. Lockpick
Mateschitz liked to quote Wilhelm Busch:
“… if someone who has barely climbed the first tree with effort believes that he is a little bird, he is mistaken.” Every measure is first measured once morest Viktor Frankl’s principles before it is implemented. And: Vitamin B is only available in cans, not in the company.
What does freedom mean to you personally?
Freedom is a central idea that runs like a common thread through the book. It was always particularly important to Red Bull founder and humanitarian Mateschitz. When former Chancellor Wolfgang Schüssel once asked him what politicians might do for Red Bull, he replied: “To let us work in peace.”
You were a close companion of Dietrich Mateschitz. How would you describe Dietrich Mateschitz?
Mateschitz has implemented the opposite poles of freedom and personal responsibility in the form of a high willingness to take risks and at the same time great self-control.
What is the most important thing you learned from him?
His absolute desire to create. He didn’t like excitement and sentimentality. Good behavior and composure were always important.
Why was it important to Dietrich Mateschitz that his company spokeswoman Tina Deutner always takes last place in the annual list of the best communicators?
It’s very simple: Red Bull’s secret to success was and is that we talk as little regarding ourselves as possible, but rather let the brand, people and ideas speak for us.
What tips do you have for managers on managing employees?
to read my book (laughs).
Book tip
Volker Viechtbauer: “Dietrich Mateschitz – wings for people and ideas.
With Red Bull in the footsteps of Viktor Frankl”,
Benevento Verlag, hardcover: €27
1701127801
#book #Dietrich #Mateschitz
