friend who used to work at Sun Microsystems once told me how Apple Computer Inc. was in such dire straits in the early 1990s it once considered selling to Sun for a measly $100 million. The internal code name was Snapple. The Silicon Valley gods held their breath, and once co-founder Steve Jobs rejoined Apple and retired its playbook in 1997, disaster was averted. The Cupertino company’s 2017 revenue was more than $229 billion, and it was all accomplished through constant reinvention, exploration, and not giving people what they wanted but telling them what they needed and delivering the goods. It appears that now is a good time for Harley-Davidson to follow suit and retire its playbook. But what does that look like for The Motor Company? For starters, designing and selling bikes that are begging to be ridden, flogged, and flaunted would help. Simple color and graphics variations and component swaps are nice, but today’s adventure-starved consumer dreams big, so why shouldn’t the biggest motorcycle manufacturer take the lead? Here are five custom examples of what the talented designers and engineers at 3700 West Juneau Avenue should consider. At the heart of each machine beats Milwaukee muscle; there are many ways to dress up a hog.