Make Some Noise

The Unconventional Road to Dominance

Ken Schmidt

• Publisher: Simon & Schuster
• Year: 2018
• Print ISBN:
  9781501155611
• eBook ISBN:
  9781501155635
• Topic: Business
• Subtopic: Business General
• Index: Business

The former director of communications at Harley-Davidson and one of the most sought-after speakers in the world reveals his exhilarating, innovative approach to creating customer loyalty and marketplace dominance.

Ken Schmidt is a wanted man. His role in transforming Harley-Davidson Motor Company—one of the most celebrated corporate success stories in history—led business leaders all over the world to seek his guidance. After all, how many companies can get their customers to tattoo their logo on their arms?

After having worked with more than one thousand companies worldwide, Schmidt is ready to share the secrets that spurred Harley-Davidson’s remarkable turnaround. An avid motorcycle enthusiast, Schmidt harnessed his passion for riding to create his famed Noise Cubed Trilogy—the three questions he asks every one of his clients. They assess a company’s positioning, competitiveness, and reputation, and are the key ingredients for any successful corporation: What do the customers your business served yesterday say about your business when they’re talking about you to prospective customers? What do you want them to say? What are you doing to get them to say it?

In Make Some Noise, Schmidt shares his full-throttle approach for businesses and individuals alike. Anyone looking to become more competitive and grow customer loyalty can learn from the case studies and experiences he shares. From a nondescript heavy construction company, to the most high-end “luxury” gas station in America, to Apple, and to his own personal landscaper, Schmidt illustrates how the answers to his trio of questions will yield a course of action to stand out in today’s marketplace.

Table of contents

• Cover
• Introduction
• Chapter One: What Kind of Noise Are You Making?
• Chapter Two: Objects in Mirror Are Closer Than They Appear
• Chapter Three: Truth in Packaging, Italian-Style: Managing Position and Narrative to Dominate
• Chapter Four: Your Market Didn’t Change and Neither Did You. But We Sure Did.
• Chapter Five: Beware Brain Pain and the Coal Mine Canaries of Commoditization
• Chapter Six: Why and How Businesses Lose Their Competitiveness
• Chapter Seven: It’s About to Get Loud; Your Journey to Domination Starts Here
• Chapter Eight: More Road Work Ahead
• Chapter Nine: Using Noise Cubed as Your New GPS
• Chapter Ten: Tools to Lighten Your Load and Simplify Your Journey
• Chapter Eleven: Say What You Do. Do What You Say. Start Here.
• Chapter Twelve: Behold the Indefensible Weapons of Mass Attraction
• Chapter Thirteen: Grab Your Helmet (and Cape) and Rally the Troops. It’s Time to Fly.
• Chapter Fourteen: You’ll Know Noise Cubed Is Working for You When . . .
• Acknowledgements
• About the Author
• Index
• Copyright