Ken Schmidt

Authentic Leadership and Customer Loyalty Expert; Senior Role in Harley-Davidson Turnaround; and Author, Make Some Noise: The Unconventional Road to Dominance

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Ken Schmidt's Biography

It’s an impersonal world, where so many products and services are seen as easily-replaced, indistinct commodities. Whether you stand out or get lost in the crowd is a choice. A mindset. Ken Schmidt faced those same challenges himself and gained acclaim for his role in the extraordinary turnaround of the legendary Harley-Davidson Motor Company. That transformation was based on a change in mindset and a focus on answering three key strategic questions. While times have changed, what humans want and need from the businesses they buy from and work for hasn’t. In his high-energy speeches, Ken inspires companies and individuals to shift their thinking and ride a path to success by becoming memorable – not for what they do or what they make, but for how they connect with people. Ken is author of Make Some Noise: The Unconventional Road to Dominance. He’s also host of the Tailgating with Geniuses podcast and co-founder of Torque Sessions Leadership Training. In all of his endeavors, Ken brings an unconventional perspective that helps organizations and individuals reframe how they engage with their marketplace. Ken Schmidt’s career in the motorcycle industry began in 1985 as a specialist in corporate positioning and media relations for the then-struggling Harley-Davidson. He was tasked with helping the company restore its image, improve its competitiveness, and create demand for its motorcycles. Within a few short years, sales of Harley-Davidson motorcycles skyrocketed, and the company returned to prominence as one of the most respected, profitable, and frequently reported-on companies in the world. In 1990, Ken became director of Harley-Davidson’s corporate and financial communications, serving as its primary spokesperson to the media and the financial communities. He frequently appeared in mainstream and business media to offer insights on nontraditional communications, customer attraction, and brand-building. His expertise and success at HarleyDavidson ultimately led to consulting assignments and speaking invitations from all over the world. In 1997, Ken left Harley-Davidson to take an ownership position with a highly successful Chicago-based marketing firm, VSA Partners. In addition to Harley-Davidson, VSA served a virtual who’s who of the world’s best-known brands. In 1999, he sold his portion of VSA to start his own business, Ken Schmidt Company, to combine two of his greatest passions, motorcycling and speaking. He uses motorcycles as a metaphor to expose people to proven ideas and concepts they’ve likely never imagined. In addition to speaking and consulting, Ken is co-founder of Torque Sessions Leadership Training. Through a combination of hands-on training and interactive workshops, these sessions help individuals and organizations re-position themselves to become dominant competitors, maximize leadership effectiveness, build a people-first culture of innovation and foster loyalty among customers and employees. Ken is also the host of the popular podcast Tailgating with Geniuses, wherein he talks with some of the most innovative and successful leaders in a variety of industries to discuss their unique perspectives on leadership, major challenges, and success. Ken's relatable and engaging hosting style has made the podcast a hit with listeners looking to learn from the best and achieve their own personal and professional goals. Ken authored Make Some Noise: The Unconventional Road to Dominance, which gives business leaders an easy-to-follow roadmap for improving their competitiveness, using many of the techniques he championed at Harley-Davidson. He considers his work on 100 Years of Harley-Davidson, a global best seller, to be one of his greatest and most rewarding achievements. After all he has accomplished, Ken remains committed to his philosophy of standing out, taking risks, and having fun in both his personal and professional life. He says, “Never do what’s expected, make yourself as noticeably different as possible, and have a lot more fun than you’re supposed to.” FULL THROTTLE – SHIFT GEARS, STAND OUT, AND CRUISE TO THE TOP “No matter what we sell, make, or do, we’re a commodity to people who don’t know us,” says Ken Schmidt. Companies who understand that and change their mindset to engage customers differently will win big. Authenticity stands out in today’s impersonal world and Ken unpacks a roadmap for creating an unshakable emotional connection with customers. This talk is rooted in the ideas that drove Harley-Davidson’s incredible transformation and return to dominance as Ken and his team led the company’s shift away from focusing on product features and instead leaned into the key drivers of human behavior. As it did, H-D’s sales, profitability, and loyalty skyrocketed. Ken’s high energy and humor punctuate this talk as he shows businesses of every size and scope how to align everyone in the organization around a set of values that ignite customer passion, maximize sales growth, and stand out in their marketplace. SAMPLE TAKEAWAYS:• Discover the three questions that should drive every decision to protect and enhance your reputation• Transform the company mindset towards being known for who you are vs. what you do• Harness the three drivers of human behavior to create unshakable loyalty• Gain ways to be memorable so customers tell your story to others – in person and on social media• Elevate your business by humanizing it and delivering delight REV IT UP: FAST TRACK YOUR CAREER “How do you want to be talked about and what are you doing to make that happen?” Ken Schmidt reminds people that we are a story-telling species and getting noticed by customers or even in your own organization is about being memorable. Saying or doing what people expect doesn’t make you – or your business – stand out. In this talk Ken shows how to make a lasting impact. It starts with answering three key questions about how you want to be remembered. Ken reminds audiences that what people remember about you is dependent on how you make them feel about themselves. It’s more important to be interested – not interesting. Ken shares lessons learned from a celebrated career at Harley-Davidson and beyond to show how to build a personal brand that will fast track your career in today’s dynamic landscape. SAMPLE TAKEAWAYS:• Identify your unique qualities and how you want to be remembered• Hear ways to make others feel good about themselves• Learn how to take an active role in meetings and actively participate• Understand that by encouraging others to share their stories, you can then share yours• Ways to continuously improve your personal brand by focusing on R&R (Remember & Repeat)

SPEAKING VIDEOS
PHOTOS
BOOKS

Ken Schmidt | Keynote Speaker

MAKE SOME NOISE

SPEAKER TOPICS

Creativity Speakers

Design Thinking Speakers

Vision & Strategy Speakers

Virtual Keynotes

Customer Experience Speakers

Start-Ups & Entrepreneurship Speakers

Culture Speakers

Sales Speakers

Conference Speakers

Business Speakers

Marketing Speakers

Ken Schmidt Keynote Topics

Authentic Engagement

In this keynote, our speaker Ken Schmidt reveals how businesses can move beyond transactions to build genuine connections with customers and employees. He explains why authenticity is the foundation of trust and loyalty.

Audiences gain practical strategies for creating meaningful engagement that drives long-term success and differentiation.

Tattoo-Worthy Customer Loyalty

In this talk, Ken Schmidt shares the famous Harley-Davidson story to show how companies can inspire customers to become true brand evangelists. He explains how to create products, services, and experiences so meaningful that people want to make them part of their identity.

Our speaker equips leaders with insights to build loyalty that lasts a lifetime—and goes far beyond the purchase.

Why People Buy

In this session, Ken Schmidt uncovers the real reasons people choose one brand over another. He highlights the emotional drivers behind purchasing decisions and why standing out matters more than features or price.

Our speaker helps audiences rethink their approach to sales and marketing by focusing on human connection and storytelling.

Creating Delight

In this keynote, Ken Schmidt shows how delight—not just satisfaction—creates unforgettable customer experiences. He explains how small, unexpected touches can turn ordinary interactions into extraordinary ones.

Audiences learn how to embed delight into their culture, fostering stronger relationships with both customers and employees.

Standing Out From The Competition

In this talk, Ken Schmidt challenges organisations to stop blending in and start standing out. He shares unconventional strategies for breaking through market noise and becoming memorable.

Our speaker motivates audiences to embrace risk, creativity, and boldness as tools for differentiation.

Leading A Cultural Revolution

In this session, Ken Schmidt draws on his leadership experience at Harley-Davidson to explain how cultural transformation drives business performance. He shows how leaders can inspire teams by redefining values and behaviours.

Our speaker provides actionable insights for sparking cultural revolutions that energise employees and deliver results.

Employee Retention & Engagement

In this keynote, Ken Schmidt focuses on how to retain and engage top talent in competitive industries. He explains why employees, like customers, want to feel connected to a larger purpose and culture.

Our speaker equips leaders with practical steps to build workplaces where people feel valued, motivated, and committed to staying.

Growth Mindset

In this keynote, our speaker Ken Schmidt explores how adopting a growth mindset fuels innovation, resilience, and long-term success. He shows how reframing challenges as opportunities can transform both individuals and organisations.

Audiences gain practical strategies to cultivate curiosity, adaptability, and continuous improvement in their work and leadership.

Building A Personal Brand

In this talk, Ken Schmidt reveals the secrets to creating a personal brand that stands out in a crowded world. Drawing on his experience leading Harley-Davidson’s brand resurgence, he explains how authenticity and storytelling shape reputation.

Our speaker motivates audiences to intentionally design their personal brands to reflect who they are and the value they bring.

Igniting Customer Passion

In this session, Ken Schmidt shares how companies can move beyond transactions to spark genuine passion in their customers. He highlights how emotional connections and shared values build lasting loyalty.

Audiences walk away with tools to create powerful customer experiences that turn buyers into lifelong advocates.

Humanizing Your Business

In this keynote, Ken Schmidt challenges organisations to reconnect with the human side of business. He explains why people crave authenticity, empathy, and connection from the brands they support.

Our speaker provides leaders with insights to create people-first cultures that resonate with employees and customers alike.

Ken Schmidt's Biography

Ken Schmidt’s career in the motorcycle industry began in 1985 as a specialist in corporate positioning and media relations for the then-struggling Harley-Davidson. He was tasked with helping the company restore its image, improve its competitiveness, and create demand for its motorcycles. Within a few short years, sales of Harley-Davidson motorcycles skyrocketed, and the company returned to prominence as one of the most respected, profitable, and frequently reported-on companies in the world.

In 1990, Ken became director of Harley-Davidson’s corporate and financial communications, serving as its primary spokesperson to the media and the financial communities. He frequently appeared in mainstream and business media to offer insights on nontraditional communications, customer attraction, and brand-building. His expertise and success at HarleyDavidson ultimately led to consulting assignments and speaking invitations from all over the world.

In 1997, Ken left Harley-Davidson to take an ownership position with a highly successful Chicago-based marketing firm, VSA Partners. In addition to Harley-Davidson, VSA served a virtual who’s who of the world’s best-known brands. In 1999, he sold his portion of VSA to start his own business, Ken Schmidt Company, to combine two of his greatest passions, motorcycling and speaking. He uses motorcycles as a metaphor to expose people to proven ideas and concepts they’ve likely never imagined.

In addition to speaking and consulting, Ken is co-founder of Torque Sessions Leadership Training. Through a combination of hands-on training and interactive workshops, these sessions help individuals and organizations re-position themselves to become dominant competitors, maximize leadership effectiveness, build a people-first culture of innovation and foster loyalty among customers and employees.

Ken is also the host of the popular podcast Tailgating with Geniuses, wherein he talks with some of the most innovative and successful leaders in a variety of industries to discuss their unique perspectives on leadership, major challenges, and success. Ken's relatable and engaging hosting style has made the podcast a hit with listeners looking to learn from the best and achieve their own personal and professional goals.

Ken authored Make Some Noise: The Unconventional Road to Dominance, which gives business leaders an easy-to-follow roadmap for improving their competitiveness, using many of the techniques he championed at Harley-Davidson. He considers his work on 100 Years of Harley-Davidson, a global best seller, to be one of his greatest and most rewarding achievements.

After all he has accomplished, Ken remains committed to his philosophy of standing out, taking risks, and having fun in both his personal and professional life. He says, “Never do what’s expected, make yourself as noticeably different as possible, and have a lot more fun than you’re supposed to.”

FULL THROTTLE – SHIFT GEARS, STAND OUT, AND CRUISE TO THE TOP

“No matter what we sell, make, or do, we’re a commodity to people who don’t know us,” says Ken Schmidt. Companies who understand that and change their mindset to engage customers differently will win big. Authenticity stands out in today’s impersonal world and Ken unpacks a roadmap for creating an unshakable emotional connection with customers. This talk is rooted in the ideas that drove Harley-Davidson’s incredible transformation and return to dominance as Ken and his team led the company’s shift away from focusing on product features and instead leaned into the key drivers of human behavior. As it did, H-D’s sales, profitability, and loyalty skyrocketed. Ken’s high energy and humor punctuate this talk as he shows businesses of every size and scope how to align everyone in the organization around a set of values that ignite customer passion, maximize sales growth, and stand out in their marketplace.

SAMPLE TAKEAWAYS:
• Discover the three questions that should drive every decision to protect and enhance your reputation
• Transform the company mindset towards being known for who you are vs. what you do
• Harness the three drivers of human behavior to create unshakable loyalty
• Gain ways to be memorable so customers tell your story to others – in person and on social media
• Elevate your business by humanizing it and delivering delight

REV IT UP: FAST TRACK YOUR CAREER

“How do you want to be talked about and what are you doing to make that happen?” Ken Schmidt reminds people that we are a story-telling species and getting noticed by customers or even in your own organization is about being memorable. Saying or doing what people expect doesn’t make you – or your business – stand out. In this talk Ken shows how to make a lasting impact. It starts with answering three key questions about how you want to be remembered. Ken reminds audiences that what people remember about you is dependent on how you make them feel about themselves. It’s more important to be interested – not interesting. Ken shares lessons learned from a celebrated career at Harley-Davidson and beyond to show how to build a personal brand that will fast track your career in today’s dynamic landscape.

SAMPLE TAKEAWAYS:
• Identify your unique qualities and how you want to be remembered
• Hear ways to make others feel good about themselves
• Learn how to take an active role in meetings and actively participate
• Understand that by encouraging others to share their stories, you can then share yours
• Ways to continuously improve your personal brand by focusing on R&R (Remember & Repeat)