Herbert Lottman's business biography of the Michelin brothers and the company they built — covering how Andre and Edouard transformed a small rubber goods manufacturer into a global tire empire through relentless innovation and the brilliant marketing invention of the Michelin Guide.
Documents the Michelin brothers' key insight: that their tire business would grow only if more people drove cars — leading them to create the Michelin Guide (free maps, repair shops, restaurants) to make driving appealing — the first great content marketing strategy in business history.
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