The People Dividend Episode Episode 027: Make Some Noise: Amplifying Your Brand Voice with Former Harley-Davidson Leader Ken Schmidt

Ken Schmidt

“If you’re going to compete and be dominant as a business, you need to be known, appreciated, and spoken of for who you are, not for what you do. The exact same rule applies if you are a leader,” says Ken Schmidt, renowned executive advisor and speaker, pivotal in Harley-Davidson’s 1990s turnaround. This week, he joins Mike Horne to share insights on leveraging human capital and redefining competition.

Ken recounts how focusing on delighting customers rather than just producing motorcycles revitalized Harley-Davidson, emphasizing a people-first approach. He argues that true competitiveness comes from being known for your identity, not just your actions, and that leaders should be memorable for their human qualities.

He also highlights the importance of making noise in the marketplace to create a distinct presence, as discussed in his book, “Make Some Noise: The Unconventional Road to Dominance.” Ken provides practical advice for leaders to improve competitiveness and foster loyalty through clear, consistent communication about their values and human qualities.

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Quotes

“If you’re going to compete and be dominant as a business, you need to be known, appreciated, and spoken of for who you are, not for what you do. The exact same rule applies if you are a leader. You want employees to think of you and know you for your human qualities, the things that make you attractive as a person, because ultimately that’s what builds loyalty and inspires people.” (10:12 | Ken Schmidt)

“To be successful as a competitor, we need to be talked about, respected, and revered. People need to come back to us, like us, trust us, and believe in us. We have to carve this out for ourselves first, establishing a definitive set of markers. What keywords would we want people to use when they talk about us, beyond just being a fine leader and a smart person? What are the human qualities we wish to be remembered for? These are what we need to accentuate when we talk to people.” (24:47 | Ken Schmidt)

“We need to have consistent language. We need to use language that our competitors don’t use. If they talk about product, we won’t. If they talk about quality, we won’t. Instead, we’ll talk about lifestyle, freedom, and individuality. What does that have to do with the product? Why be known for what’s obvious? Instead, we give people clever language and hooks to remember us by and use when they talk about us. Pretty soon, the vernacular and the energy change because people react differently and appreciate that we’re doing it.” (38:07 | Ken Schmidt)

“Let's not focus on serving. Let's concentrate on saying things and saying them in ways that are memorable and repeatable. Because if we're not thinking about it, we're not doing it.” (40:56 | Ken Schmidt)

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