Performance Thinking: Case Study

The best way to explore the concept of performance in business is to study examples of businesses that are clearly displaying Performance Thinking.

The US motorcycle manufacturer Harley-Davidson has been delighting their audience for over 100 years. The legendary Harley Owners’ Group, a key part of the very real community of Harley owners, currently has over a million members worldwide.

Harley-Davidson motorcycles have come to symbolize the freedom of the open road. To ride a Harley is to play a part in an exciting performance that has been running since the early 20th century.

But, in the 1970s, the performance faltered. The Harley-Davidson story very nearly came to an end. New ownership, a drive for volume over quality, and intense competition from new Japanese-made motorcycles nearly drove Harley out of business.

With a leveraged management buyout and the full involvement of the workforce, Harley-Davidson recreated a genuine ensemble spirit. With design and engineering flair, they reignited the Harley story and reconnected with a new generation of owners via the Harley-Davidson Owners’ Group.

Harley had successfully refreshed its story, staying true to its core purpose but bringing the story up to date to adapt to changing times.