Podcast Summary
In this episode, renowned Harley-Davidson executive Ken Schmidt joins host Tim Borys to reveal the strategies behind Harley Davidson’s legendary turnaround. Discover how the iconic brand went from near bankruptcy to global dominance by focusing on human connection, culture, and reputation, rather than relying solely on its products.
Ken shares the principles of humanizing business, where building emotional loyalty with customers and employees drives long-term success. He explains why great products alone aren’t enough in a competitive market, detailing how reputation and culture become the ultimate differentiators.
Key Takeaways:
- Leadership and Culture: The behavior of leaders shapes the company’s culture and directly impacts employee engagement and performance.
- Reputation as an Asset: Businesses must intentionally build and protect their reputation—it’s their most valuable competitive weapon.
- Customer and Employee Loyalty: Humans are a joy-seeking species. If something delights us, we keep coming back—for products and workplaces alike.
- Three Essential Questions for Success:
- What are people saying about us?
- What do we want them to say?
- What are we doing to get them to say it?
This episode is packed with practical advice for leaders, entrepreneurs, and professionals looking to create businesses where customers and employees feel valued, connected, and inspired.
Episode Links & Resources
Connect with Ken here:
Website: https://kenspeaks.com/
https://www.torquesessions.com/
https://tailgatingwithgeniuses.com/
LinkedIn (Ken Schmidt): https://www.linkedin.com/in/ken-schmidt-5b08115
Podcast Transcript
Please note: This transcript is generated by computer and may contain errors.
Introduction:
The episode begins with a warm welcome and an introduction by Tim Boris, host of the Working Well Podcast. Tim highlights the key challenges leaders face today: employee engagement, performance, and turnover. Despite being common pain points, many organizations struggle to address them effectively. Tim sets the stage for a compelling discussion with Ken Schmidt, the visionary leader behind Harley-Davidson’s remarkable turnaround.
Ken Schmidt’s Background
Ken shares his experience as a young executive at Harley-Davidson during the company’s darkest days in the mid-1980s. At that time, the company was on the brink of bankruptcy. Through unconventional strategies, Ken and his team turned Harley-Davidson into a global powerhouse. He explains how the transformation involved moving away from a product-first mindset to building deep human connections, redefining the brand’s identity and customer loyalty.
The Unconventional Approach
Ken dives into the key shift that drove Harley-Davidson’s success. He explains that most companies focus solely on their products, assuming that great products will guarantee success. However, this approach leaves them vulnerable to competition. Instead, Harley-Davidson prioritized humanizing the brand by creating emotional connections with customers. Ken emphasizes that people are naturally drawn to businesses with human qualities like passion, empathy, and enthusiasm.
The Role of Leadership in Culture
Leadership, Ken argues, is the foundation of a company’s culture. Employees mirror the behavior and attitudes of their leaders. If leaders are disengaged or fail to connect with their teams, it negatively impacts the organization’s culture and performance. Ken stresses that leaders must actively embody the values they want their employees to adopt, making culture-building their top priority.
Three Key Questions for Success
Ken introduces three pivotal questions that guided Harley-Davidson’s transformation:
- What are people saying about us?
- What do we want them to say?
- What are we doing to get them to say it?
By addressing these questions, organizations can align their reputation with their values and ensure they are meeting the expectations of both customers and employees.
Humanizing the Workplace
Ken highlights the importance of fostering a workplace where employees feel valued and respected. Simple gestures, like engaging in meaningful conversations or acknowledging employees, can go a long way in building loyalty and enthusiasm. He advises leaders to move away from data-driven performance reviews and focus on creating genuine human connections.
Conclusion
Tim wraps up the episode by reflecting on the profound insights Ken shared. The conversation underscores the need for organizations to prioritize culture and human connections, both internally with employees and externally with customers. Ken invites listeners to connect with him through his website, LinkedIn, or podcast, emphasizing his commitment to helping businesses succeed.
