Book details

224 Pages
Publication date: October 2023
Imprint: Benevento
Volker Viechtbauer

Dietrich Mateschitz: Wings for People and Ideas

Red Bull and Viktor Frankl's search for meaning

Creative Drive and Entrepreneurial Spirit

Wings for People and Ideas shows us how Viktor Frankl influenced Dietrich Mateschitz, the founder of Red Bull. It combines the history and philosophy of entrepreneurship into a unique and inspiring unity.

From the outside, logotherapy and Red Bull seem to have little in common. Yet both worlds are based on the same principles: freedom, self-responsibility, and an unwavering creative drive. Volker Viechtbauer, long-time confidant of Dietrich Mateschitz, shows us how Frankl’s humanism aligns with the Red Bull founder’s philosophy of life. With this, he not only provides insight into the culture of Red Bull, but also highlights how Frankl laid the foundation for purpose- and talent-oriented entrepreneurship and a modern working world defined by self-responsibility.

»”Flügel für Menschen und Ideen” provides an insight into the world of Red Bull, but not only that. It vividly explains the principles of a meaningful and talent-oriented modern work environment. This book should be in every library.«

»Viechtbauer’s book is not a classic biography. Rather, in “Flügel für Menschen und Ideen”, he recounts how the philosophy of the Austrian humanist and psychotherapist Viktor Frankl (1905-1995; he was the founder of logotherapy) influenced Dietrich Mateschitz.«

»The book uses many examples to provide an insight into the corporate culture of Red Bull.«
Magazin Österreich

»The book combines corporate history and philosophy to create a unique, even inspiring unity«
Austrian Business Woman

»Anyone interested in business psychology in the modern working world or in the corporate philosophy of such a successful brand as Red Bull will find what they are looking for here and be rewarded with many insights.«

»Practiced humanism as a model for corporate values.«
Grüner Spiegel

»The book combines entrepreneurial history and philosophy in a unique way«



Sample Translation


Volker Viechtbauer

Volker Viechtbauer was a close companion of Dietrich Mateschitz for many years. He is not only familiar with his biography but also with his fascination for the thinking and ideas of Viktor Frankl. Volker Viechtbauer himself is an avid reader of literature and non-fiction. He lives with his family near Salzburg.