The CEO Who FORCED Every Single Executive To Ride To Work

#RoyalEnfield #HarleyDavidson #MotorcycleBusiness #SiddharthaLal #Motorcycles 📖 Shop Class as Soulcraft by Matthew Crawford (the book that explains the philosophy behind everything in this video): https://amzn.to/4nGpKRF 🏍️ Royal Enfield Himalayan 450 Adventure Gear: Kriega Drypack Tank Bag → https://amzn.to/4dEkHfX Alpinestars Waterproof Riding Gloves → 1) https://amzn.to/4eWBsVM 2) https://amzn.to/4tKFsMY 🪖 Adventure Riding Helmet: Bell MX-9 Adventure MIPS → 1) https://amzn.to/4ft7w3J 2) https://amzn.to/3PwH2nm (As an Amazon Associate I earn from qualifying purchases.) In the year 2000, a motorcycle company was days from being permanently shut down. Today it's worth $23 billion and sells over 1.2 million motorcycles a year. In the same period, Harley-Davidson — the untouchable American icon — went from industry giant to $2.5 billion and falling. Selling fewer bikes per year than since the early 1980s. The difference comes down to one decision made by a 26-year-old CEO in a Chennai office park: he told every manager, every engineer, every executive in his company to park their car and ride to work on their own motorcycles. Every day. Permanently. This is the story of Siddhartha Lal, Royal Enfield, and what happens when a rider runs a motorcycle company — versus what happens when they don't. The $21 billion gap between these two companies is not an accident. And once you see why it happened, you cannot unsee it. #RoyalEnfield #HarleyDavidson #MotorcycleBusiness #SiddharthaLal #Motorcycles