About the Author
Aaron is Managing Editor of Control Design and Industrial Networking.
Learn more.By Aaron Hand
There are certain companies in this world that understand how to create loyal customers. Whether they make coveted motorcycles or simple cardboard boxes, they understand that everybody wants to feel like they belong to a group; they want to be acknowledged and honored, and they want to feel connected.
Mark Scharenbroich took the stage Monday as a motivational speaker keynoting at this week's Emerson Global Users Exchange in Nashville. He summed up the way people want to be made to feel they belong with two words: "Nice bike."
It refers to the two words that every owner of a Harley-Davidson motorcycle wants to hear. And it also makes reference to a company that understands how to connect with its customers.
When Harley-Davidson celebrated its 100th anniversary in Milwaukee, Scharenbroich found himself there by chance, in a rental car, surrounded by leather-clad, tattooed, bandana-wearing Harley riders. Although he had never before dreamed of owning a motorcycle, Scharenbroich said, "That day, I wanted a Harley. I wanted to be a part of that group."
Everyone needs to feel like they belong, Scharenbroich said. "When we don't belong, we're on the outside looking in." To get that feeling of belonging, we—not only as companies, but also as individuals—need to acknowledge, honor and make meaningful connections.