This week our Managing Partner Markus Kramer had the privilege to ride the all-new Harley-Davidson Pan America together with a small group of journalists in a world-first media event. Hats off to the team at Harley-Davidson Motor Company! And hands down, this is a fantastic bike! And it’s so much more than that. Here’s what he sees and would like to share for anyone interested in brand, pivot and growth:

Make big bets and bold moves. Polarisation is good. Harley has never been a shy brand and it’s partly the reason for the company’s success. Not being afraid to protect the core AND to push the limits offers a hedge and ways to innovate and lead the market.

Look for opportunities (and roads!) where others don’t. Make no compromise on desirability. Think with a nod to the past and a clear head to the future: how can you re-configure your history and today’s capability to tap into your customer's deepest emotions?

Power up your brand. A great product is the entry ticket to winning customers' minds. But it’s the brand that wins the hearts - and it’s most powerful (and profitable) when the brand becomes the ticket.

I am sure it's only the beginning .... kudos to the Teams around Jochen Zeitz Kolja Rebstock Iwan Steiner Nils Buntrock Lisa Happ and ALL of you who make it possible!