Who is the real G.O.A.T.? (Greatest of All Time)

Many years ago, on a calm morning before the F1 race in Brazil, I found myself standing in the Morumbi Cemetery in São Paulo. There were no huge crowds at Ayrton Senna’s grave, nor any photographers. Even the roar of the then much louder Formula 1 engines was too far away to disturb the morning peace. It was just my cameraman and me. In front of us, amidst a neatly kept lawn, stood a small, simple plaque bearing the name of one of the best drivers in the history of the sport.

Senna's grave was no grand monument with a towering statue or monumental architecture. Just a plaque inscribed with: "Nada pode me separar do amor de Deus" – "Nothing can separate me from the love of God." A clear message, dedicated to a man who never sought pomp, praise, or marble. Senna, during his lifetime, had already left an indelible mark in the hearts of millions of Formula 1 fans around the world.

A little while later, as my cameraman and I stood at the grave, a small team from Brazil's national television station TV Globo approached us. They wanted to talk about Senna. About the legend. About the Brazilian hero. After the short interview, I reflected on the greatness of this renowned driver and on a question that many people still ponder today. Was Senna the G.O.A.T. (Greatest of All Time)?

This is a question that every racing fan has their answer to, but the true answer doesn’t really exist. What does it mean to be the "greatest" in a sport like Formula 1?

Every sports fan, no matter the sport – whether it’s football, basketball, or Formula 1 – occasionally enjoys debating stats, titles, and records. But there’s an interesting aspect to all these debates. Something I learned after nearly 15 years of following Formula 1, traveling the world, and speaking with insiders, drivers, and people who live and breathe the sport.

In Formula 1, none of those who truly understand the sport care to take a stance on this question. None of the real experts want to judge whether Senna, Farina, Fangio, Schumacher, or Verstappen was better. Why? Because times change.

Consider this detail: Giuseppe Farina won his title in the first official championship in 1950 after just seven races. Michael Schumacher became champion in 2000, in a season made up of 17 races. And Max Verstappen in 2023? He won his title after a season with 22 races. So, can you truly compare these achievements based only on the total number of victories? The rules, cars, technology, and the entire sport were completely different in each era.

And here’s the core lesson – one that can also be applied in the business world. We should never be preoccupied with our competitors. Instead, we should focus on writing our own story. How does this work in practice?

If you’re running a business with a unique product or service, you already have a competitive advantage in the market. But what if you’re in an industry where other providers offer nearly the same service or product? In this case, you need to think outside the box.

Ask yourself – what can I do to make my customers’ experience truly unique? The right answer often lies in small gestures – things that make our customers feel special and valued. Take a local bakery, for example. It could offer loyal customers an exclusive gift in the form of a recipe from Grandma’s secret collection. Or perhaps a series of exclusive video tutorials with baking tips. These are small yet effective touches that regular customers won’t find anywhere else.

Nowadays, all these touches are much easier to implement with digital solutions. This way, you can quickly discover exactly what each individual customer will appreciate the most. People are indeed very different. Returning to sports – if you try to sell alpine skis to a snowboarding enthusiast in your store, you won’t achieve much success, and vice versa.

In summary, you don’t need to strive to be the “G.O.A.T.” in comparison to your competitors in the market. It’s enough to make the most of your strengths and show your customers that you’re willing to go the extra mile for them. In both sports and business, victories alone don’t count. Often, character and the right approach are much more important in terms of popularity.