“No matter what we sell, make, or do, we’re a commodity to people who don’t know us,” says Ken Schmidt. Companies that 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. Ken and his team led the company’s shift away from focusing on product features and instead leaned into the key drivers of human behaviour. As it did, H-D’s sales, profitability, and loyalty skyrocketed. Ken’s high energy and humour punctuate this talk as he shows businesses of every size and scope how to align everyone around a set of values that ignite customer passion, maximise sales growth, and stand out in their marketplace.