Harley-Davidson almost went bankrupt in the 80s but today the company is worth BILLIONs.
Here are 4 lessons on how Harley utilized the power of community to avoid bankruptcy and achieve iconic status👇
1/ Community as a business strategy NOT a marketing strategy 🤗
Harley overhauled the entire company, from culture to operations, to drive their community strategy.
Harley replaced hired hands with employees at community events, fostering close contact and adding meaning to their work.
Employees became riders, riders joined the company.
Everyone had to spend time with customers and bring back valuable insights.
By leveraging the camaraderie amongst bikers, Harley positioned themselves as the only motorcycle maker that truly understood them.
This enabled Harley to create products that aligned with the desires and preferences of their community.
2/ Serve your
first and money will follow 🤝
To formalize the company-community relationship, Harley established the Harley Owners Group (HOG).
HOG had direct oversight from Harley's president, showing leadership's commitment towards nurturing and strengthening that bond.
When you buy a Harley bike, you get exclusive access to this group
Today, these HOGs have over 1,500 chapters with over a MILLION members.
HOGs often get together for group rides, philanthropy, and celebrations.
Harley even offers a range of products to help their community customize the bikes they buy.
They also give members discounts on insurance, merch, etc.
On avg HOG members spend 30% more on Harley merch than non-HOGs.
3/ Unleash the power of rituals 🙏
The weekend HOG rides became a ritual.
Not just meaningless activities on autopilot...
But done with intent, bringing you closer to those around you.
When you’re with like-minded people fueled by a singular purpose, you come back for more.
4/ Facilitate and nurture NOT control đź«‚
Fixating on control is a sure-shot way to destroy a community...
Instead, Harley created community scripts to give members autonomy:
- Tribe: deep social connections through shared experiences and traditions
- Fort: members-only events and special perks
- Summer Camp: a periodic experience that reaffirms connections
- Patio: a semiprivate place that facilitates in-depth, meaningful connections
- Bar: a public space that grants reliable but shallow connections
This autonomy led members to single-handedly organize the “Save Harley-Davidson” campaign with:
- rallies to spread the word
- fundraisers to pump cash into the company
- advocacy and support for the business
Ultimately, Harley made their community feel that they were part of something bigger...
And the
not only saved Harley from bankruptcy,
But also came together to raise funds for various causes including Cancer, Muscular Dystrophy, etc.
Today you can recognize a Harley fan anywhere just by what they're wearing.
And that’s how Harley went
hashtag#FromGrassrootsToGreatness
🚀