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The Michelin Brothers didn’t just sell tires—they sold a movement.

They built maps to encourage people to travel.
 They fueled behavior before they ever pitched a product.
 They created so much trust that people assumed the tires had to be just as good.

Eventually, they weren’t just guiding roads—they were defining culture.

From tires...
 To travel...
 To the world’s most trusted restaurant rating system.

This episode unpacks how you can sell more—by pushing less.
 How to influence behavior, build trust through usefulness, and create lasting impact.

📌 Stop selling the thing.
 📌 Start showing people where to go.
 📌 Be the mapmaker. Be the movement.

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