HP Indigo Users Meet in Dallas

Ken Schmidt, former communications director for Harley-Davidson, gave an entertaining and thought-provoking keynote address. Schmidt asserted that when consumers make a logic-based, data-driven buying decision, they’ll buy at the lowest possible price. Harley’s answer was to “appeal to the heart and gut to get them to like us more than the people we compete against,” he revealed. He noted that Hog sales suffered when the company started emulating the rest of the industry.