From Near Collapse to Cultural Icon: Leadership Lessons from Harley-Davidson with Ken Schmidt
Summary
Host Elisa Tander interviews Ken Schmitz, former Harley-Davidson communications director, about his role in the brand’s historic turnaround. They discuss shifting focus from products to lifestyle, building an authentic people-first culture, and the importance of leadership modeling desired behaviors. Schmitz emphasizes that delighting employees and customers through genuine human connection drives loyalty and long-term business success.
Topics discussed
Introduction: Ken Burns and the Harley-Davidson turnaround
Defining happiness and Ken's career journey
Transforming Harley-Davidson from product to lifestyle
The importance of shared purpose and values
Leadership behavior and its impact on culture
Why culture is often treated as a soft topic
Breaking down silos and aligning leadership
The danger of invisible leadership and remote work
Making noise: Reputation and memorable experiences
Balancing strong culture with diverse perspectives
Ken's coaching work and the Torque Sessions
The trap of efficiency over humanity
Why businesses run for numbers fail in downturns
Practical strategies for employee engagement
The power of being interested, not interesting
Defining your personal and professional reputation
Conclusion and resources for further learning
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