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Available to book

Brand advocacy & loyalty expert

Ken Schmidt

Transform customer loyalty with Ken Schmidt, speaker and brand advocacy expert. Ken works with global organizations to break competitive sameness, build emotional connections, and create vocal brand advocates, delivering proven strategies from his Harley-Davidson turnaround success.

Trusted by GE, Supreme Lending, GE Healthcare, Ford Motor Company, Johnson Controls

Ken Schmidt, Speaker | Customer Loyalty Expert & Author
Ken Schmidt

Ken Schmidt

"Washington, D.C.", United States

Typical fee range

$26k–50k

This is an estimated fee range for local in-person events. Location and format affect the final fee.

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Book Ken

"Washington, D.C.", United States

Starting from

$26k–50k

Send an email

loading@getapeptalk.com

Give us a call

+44 203 835 2929

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Ken Schmidt's biography

At a glance

  • Customer expert who spearheaded Harley-Davidson's return to dominance
  • Pioneer in leveraging human behavior to drive growth
  • Bestselling author of Make Some Noise
Ken Schmidt is a customer loyalty expert who transformed Harley-Davidson from struggling manufacturer to iconic brand. As a key architect of the company's legendary turnaround, he pioneered strategies that shifted focus from products to people, creating unprecedented marketplace advocacy. Ken served as Harley-Davidson's director of corporate communications, working directly with leadership to revolutionize their market approach. His work has been featured in major business media worldwide, and he's advised global brands through his consultancy and as a partner at VSA Partners. His book "Make Some Noise: The Unconventional Road to Dominance" distills his proven methodology. In today's marketplace, where products are increasingly viewed as interchangeable commodities, Ken helps organizations break free from competitive sameness. He teaches companies how to leverage basic human needs for competitive advantage by becoming memorable for who they are rather than what they sell. His approach transforms customer relationships from transactional to emotional, building loyalty that withstands price competition. Audiences leave Ken's presentations with practical frameworks for differentiating their business, actionable strategies to humanize their brand story, and techniques to convert customers into vocal advocates. His high-energy delivery combines real-world case studies with immediately applicable insights on creating meaningful customer connections. Book Ken Schmidt when your organization needs to break free from competitive sameness and create the kind of customer loyalty that drives sustainable growth.

Ken's showreel and videos

Topics, sessions and talks

How To Rev Up Your Reputation
With stories shaping perceptions and influencing choices, Ken Schmidt highlights how distinct language and compelling narratives elevate businesses from forgettable to admired. He shares tools to craft memorable storylines and boost customer advocacy. This session focuses on the power of storytelling to humanize your brand, increase likeability and strengthen your reputation in a crowded market.
Shift Gears, Accelerate, And Dominate Your Market
Ken Schmidt explores why being known for what you do makes you replaceable, and how shifting to being known for who you are can drive market dominance. Drawing from the Harley-Davidson transformation, he reveals how to use key drivers of human behavior to spark emotional loyalty, create preference, and stand out in a sea of sameness. Fast-paced, visual, and filled with takeaway strategies that make a lasting impact.
Building Tattoo-Worthy Customer Relationships
Ken Schmidt explains why loyalty can’t be bought—it must be earned through emotional resonance. Using the Harley-Davidson experience as a guide, he breaks down how to evolve customer relationships from transactional to enduring. This talk is a call to action for leaders at every level to embed authenticity, warmth, and purpose into every customer interaction.
Untapped Growth Opportunities For Financial Services
Targeted at the financial sector, this session exposes how uniformity and eroding trust create hidden growth potential. Ken Schmidt reveals how firms can reframe their approach to stand out, spark demand, and build a reputation that clients trust and talk about. His message reframes challenge as opportunity in one of the most competitive industries today.
How To Dominate In A Commoditized Market
Ken Schmidt lays out a roadmap for companies trapped in price wars and sameness. Drawing on real-life turnarounds, he shows how to become a trusted brand that commands loyalty—even when priced higher. With a focus on strategic positioning, this hands-on session offers practical tools to transform perception, strengthen customer retention and rise above the competition.

Why we recommend booking Ken

Ken Schmidt, the customer loyalty expert who transformed Harley-Davidson from struggling manufacturer to iconic brand, teaches organizations how to break free from competitive sameness by building emotional connections that turn customers into vocal advocates. Book Ken today to discover actionable strategies that will differentiate your business and create the sustainable customer loyalty your organization needs to thrive.

Check Ken's availability

Trusted by GE, Supreme Lending, GE Healthcare, Ford Motor Company, Johnson Controls

Testimonials

Your message was so well received and hit home with our group! Thank you for the time you took to customize your speech to meet the needs of our group! Your message, energy and spirit was EXACTLY what our group needed!

Director of Corporate Events, Supreme Lending

Ken Schmidt was the perfect addition to our event. Ken exceeded our expectations and was incredibly knowledgeable about the topics presented.

GE Healthcare

Ken's message, by design or coincidence, reflected my attitude towards customers for the last decades as a sales leader. Differentiating ourselves against a heavily populated list of competitors and always at a price premium, by doing the little things and driving brand loyalty was inspirational. I could go on needless to say you exceeded our expectations in every way.

VP Global Control Products Sales, Johnson Controls Building Technologies and Solutions

Featured Projects

Ken Schmidt - Make Some Noise: The Unconventional Road to Dominance book cover
Ken Schmidt - Tailgating with Geniuses book cover

frequently asked questions

Something we've not covered here?

How do I book Ken Schmidt for my next event?
Email ken.schmidt@getapeptalk.com or call PepTalk on +44 20 3835 2929 (UK) or +1 737 888 5112 (US), and one of our speaker agents will contact you within hours to confirm Ken's availability and fees. If you can, please include your budget upfront – it helps us fast-track your request. It’s also helpful to know the date, format (virtual or in-person), location, and a bit about your audience.
What is Ken Schmidt's speaking style like?
Ken Schmidt structures his sessions around the Harley-Davidson turnaround as a central case study, using it to illustrate a methodology for shifting brand identity from product-led to people-led, and delivers this through a fast-paced, visual format paired with practical frameworks audiences can apply immediately.
What topics does Ken Schmidt specialise in?
Ken Schmidt's sessions cover brand reputation and storytelling, market differentiation through identity, and building emotional customer loyalty. He served as Director of Corporate Communications at Harley-Davidson, where he was a key architect of the company's turnaround from struggling manufacturer to iconic brand, a methodology he details in his book "Make Some Noise: The Unconventional Road to Dominance".
Can PepTalk help plan the speaker programme for my event?

Yes. Beyond booking a single speaker, PepTalk helps shape a full programme, matching voices to your agenda, audience, and goals across a day or a series. It is a consultative service, not just a booking. Tell us about your event at getapeptalk.com.

What does 'typical fee range' mean?

Speaker fees vary based on factors like event location, format, and availability. The 'typical fee range' figure gives you a baseline of someone's local, in-person rate sits, and we'll confirm the exact fee when you get in touch.

What logistics should I prepare before my speakers arrive?

Before your speakers arrive, confirm AV is tested, a green room is ready, and printed schedules are on hand. Prepare warm introductions for each speaker and brief your team on timings. PepTalk speakers come fully briefed, making event-day logistics smoother and stress-free from the start.

What's the difference between a keynote speaker, an MC, and event entertainment?

A keynote speaker delivers an inspiring or informative talk. An MC hosts and guides the event, keeping things on track. Entertainment — like a band or comedian — creates atmosphere and fun. Each serves a different purpose, and PepTalk can help you book the right talent for all three.

What happens if I need to cancel or reschedule a speaker booking?

Life happens! Most speaker bookings can be rescheduled with reasonable notice. Cancellation terms vary by speaker, but PepTalk handles all the details & contracts transparently upfront so there are no surprises. Our team supports you through any changes, making the process as smooth as possible.

Have all the speakers on the website previously worked with PepTalk?

Not necessarily. While the speakers listed on our website may not have worked with PepTalk in the past, they are recognized professionals in the industry and known to engage in similar events and engagements. Alongside direct talent, we work with a wide variety of speaker agents and talent agencies, to ensure we have the best selection of speakers, hosts, comedians and entertainers available.

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When booking a comedian, share your event format, audience size and demographics, any sensitive topics to avoid, and the tone you're after. PepTalk makes this easy — their booking process guides you through a simple checklist so nothing gets missed and your comedian is perfectly matched to your crowd.

What information do I need to provide when booking a speaker?

When booking a speaker, you'll need your event date, audience details, format, key objectives, and budget. Having these ready makes the process smooth and straightforward. PepTalk's team uses this information to match you with the perfect speaker quickly and efficiently.

Can I book entertainment and speakers as a package?

Yes! At PepTalk, you can absolutely bundle entertainment and speakers into one seamless package. It's a great way to create a fuller event experience while enjoying simplified booking and better value. Our team handles everything together, making the process effortless for you.

Can I request autographs, personal greetings, signed merchandise, or fan mail from the speakers?

Sorry, we do not accept requests for autographs, signed merchandise, fan mail, or any non-commercial contact with the speakers, comedians or entertainers.

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How far in advance should I book a motivational speaker?

Book a motivational speaker at least 3–6 months in advance, especially for popular speakers or large events. Top speakers get booked quickly, so earlier is always better. For major conferences or peak seasons, booking 12 months ahead ensures you secure your first choice.

Help, I need a last-minute speaker for my event!

No problem! We often handle last-minute requests and can secure or replace a speaker, comedian, awards or event host quickly — almost anywhere in the world. However, speaker availability might be limited as the event date approaches. Email hello@getapeptalk.com with your requirements.