Homework / test English to Italian Bus/Financial Business/Commerce (general)

Sarebbe bello trovare un'espressione carina per questo sintagma. Io ho un paio di proposte, ma non vi voglio influenzare. Ecco il contesto. Siccome le cose per la Harley Davidson andavano male e l'azienda non era gestita bene, il suo presidente decise di cambiare la cultura organizzativa:
"First, he emphasized that Harley was a manufacturer, but was in the "experience business". He said that the real product is not a machine, but a lifestyle, an attitude, a way of being, a perspective on life that has its beginnings before Bill Harley and Arthur Davidson built the first motorized bycicle in 1901"
Grazie, ciao!