Michelin Guide: What sparked its creation?

Explore the creative process behind the invention of the 'Michelin Guide'.

The problem: In the early 1900s, Michelin made tires but there was a problem: Not enough people were driving. Fewer road trips meant fewer worn-out tires… and fewer sales.

What if: Instead of just pushing harder to sell tires, Michelin asked a different question: "What if we made people WANT to drive more?"

Michelin realized they didn’t just need to sell a product, they needed to create a reason for people to use it.

The creative process:

• Step 1: Redefine the problem. Instead of asking, "How do we sell more tires?" they asked, "Why aren’t people driving?" The answer? Travelers needed more reasons and better destinations.

• Step 2: Create desire, not just a product. Michelin created a guidebook filled with restaurant reviews, travel tips, and hidden gems, making driving more exciting and purposeful.

• Step 3: Turn a guide into a legend. The Michelin Guide evolved into a prestigious star rating system, transforming restaurants and chefs into global icons and giving travelers a powerful reason to hit the road.

The result: The Michelin Guide became the gold standard of fine dining.A tire company created one of the most respected awards in the culinary world. And Michelin? Their brand became legendary, and people drove more than ever.

The lesson: Creativity isn’t just about fixing a problem, it’s about seeing the opportunity others miss.