The Surprising Factor That Made Harley-Davidson an Icon (It's Not the Bikes)

The Jeff Bullas Show

Ken Schmidt is one of the most sought-after executive advisors and speakers. He earned his acclaim by leading Harley-Davidson's remarkable turnaround from financial ruin to global dominance in the 1990s.

That transformation was based on his highly unconventional re-positioning of the motorcycle icon’s marketplace presence. Ken shifted the company’s culture from a “product-first” mindset to one that prioritized being memorable for how they connect with people.

The company swiftly grew to become the most successful player in the fiercely-competitive worldwide motorcycle industry with the highest levels of customer loyalty of any consumer hardware brand in existence.

‌Ken’s success, unconventional business approach and playful outspokenness ultimately led him to consulting assignments with household-name brands and made him a highly requested speaker, with more than 1,200 keynotes presented globally to date.

‌He is also the author of Make Some Noise: The Unconventional Road to Dominance, ghost-author of “100 Years of Harley-Davidson” (the best-selling motorsports book of all time), host of the Tailgating with Geniuses podcast and co-founder of Torque Sessions Leadership Training.

What you will learn

• Discover Ken Schmidt’s lifelong passion for motorcycles, inspired by icons like Evel Knievel, which led him to his pivotal role at Harley-Davidson.
• Learn how Harley-Davidson's turnaround involved shifting from a product-focused to a people-first approach.
• Understand how the establishment of the Harley Owners Group (HOG) turned dealerships into social hubs, which fostered a sense of belonging and camaraderie among riders.
• See how Harley-Davidson's success was built on distinctive branding pillars like lifestyle, freedom, camaraderie, individuality, and rebellion, making the brand stand out in a commoditized market.
• Recognize the importance of emphasizing human connection, as Harley-Davidson focused on making customers feel special and validated, leading to repeated business and deep brand loyalty.
• Reflect on how AI and technology can be used to enhance human connection rather than replace it, making businesses more human by allowing them to focus on customer interactions and validation.