By Jeff Sherman Staff Writer Published May 02, 2008 at 3:42 PM

"Over the 105 years in the saddle ... We've seen wars, depression, recession, resistance and revolutions. But every time, this country has come out stronger than before. Because chrome and asphalt put distance between you and whatever the world can throw at you. Freedom and wind outlast hard times. And the rumble of an engine drowns out all the spin on the evening news. If 105 years have proved one thing, it's that fear sucks and it doesn't last long. So screw it, let's ride."

That's the new "rally cry" from Harley-Davidson taken straight from its Web site. As the company gears up for the opening of its Milwaukee museum (it'll announce the opening day next week) and its 105th Anniversary, it's going all out with what seems to be a new marketing slogan, "Screw it, Let's Ride."

Thoughts? I like it. It's bold, full of attitude and in your face.

Dealers have limited edition bandanas right now. So, access the link below, get a bandana and then talk back with your thoughts on this new H-D "cry." 

Jeff Sherman Staff Writer

A life-long and passionate community leader and Milwaukeean, Jeff Sherman is a co-founder of OnMilwaukee.

He grew up in Wauwatosa and graduated from Marquette University, as a Warrior. He holds an MBA from Cardinal Stritch University, and is the founding president of Young Professionals of Milwaukee (YPM)/Fuel Milwaukee.

Early in his career, Sherman was one of youngest members of the Greater Milwaukee Committee, and currently is involved in numerous civic and community groups - including board positions at The Wisconsin Center District, Wisconsin Club and Marcus Center for the Performing Arts.  He's honored to have been named to The Business Journal's "30 under 30" and Milwaukee Magazine's "35 under 35" lists.  

He owns a condo in Downtown and lives in greater Milwaukee with his wife Stephanie, his son, Jake, and daughter Pierce. He's a political, music, sports and news junkie and thinks, for what it's worth, that all new movies should be released in theaters, on demand, online and on DVD simultaneously.

He also thinks you should read OnMilwaukee each and every day.