Ep.479 The French Dining Guide That Secretly Convinced the World to Destroy Their Car Tires

Want to sell more product? Stop talking about features. In 1900, Michelin invented their famous restaurant guide not to rate food, but to force people to take road trips and wear out their car tires. Brilliant marketing doesn’t sell what you make; it sells the lifestyle that makes your product essential. Find the exact step your customer takes before they need you, and build a free resource that helps them take it. Send us Fan Mail