This episode, Ken Schmidt- former Director of Communications at Harley-Davidson and the brand architect behind its iconic resurgence- joins Nicholas Ross to talk about what it really takes to stand out in a crowded, noisy market. Ken played a key role in Harley’s turnaround from financial ruin and he shares what the company got wrong, what they did to fix it, and why many businesses fail to differentiate meaningfully.

What does any of this have to do with financial services? Everything. Ken breaks down how financial advisors (especially those running smaller, independent firms) can rise above the noise not by focusing on what they do, but by getting clear on who they are and how they make people feel. From creating meaningful client experiences to building a reputation people talk about, his message is clear: if you want to stand out, don’t just sell a service. Create a story worth sharing.

Here’s some of what we discuss in this episode:

💡 Why “what you do” isn’t a differentiator

🧠 The power of human connection in branding

🧍‍♂️ How to make your service memorable, not just functional

📢 Why your clients should be telling stories about you

🏍️ What financial advisors can learn from Harley-Davidson's turnaround

Resources for this episode:

Learn more about Ken:

https://kenspeaks.com/

VSA Partners:

https://www.vsapartners.com/

Learn About FIG: https://www.figmarketing.com

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