Like many entrepreneurs, André and Édouard Michelin had a problem – they had an amazing product that most people didn’t know about.
For five years, they had been producing pneumatic tires for a luxury item called an automobile. They were seeing success, but with only 3,000 cars in all of France, they needed a bigger market.
How do you grow a market? Run newspaper ads for tires?
No, they started publishing guidebooks.