In 1900 the Michelin brothers owned a tyre company in France.
They wanted to sell more tyres.
And, in order to do that, they needed to get drivers to wear down the ones they had.
So in 1900 they issued the first Michelin Guide.
It showed all the great things to see and do around France.
It encouraged people to get out in their cars and drive to all these places.
It featured a list of sights to see, places to buy petrol, places to stay.
The locations of garages, mechanics.
And, being French, good places to eat.
Excerpt from: Predatory Thinking: A Masterclass in Out-Thinking the Competition by Dave Trott
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