1900. France. Fewer than 3,000 cars. A free red guidebook. Hotels, restaurants, petrol stations. Today: the most coveted award in global cuisine. The vertical adjacent that changed everything.

Michelin made tyres. They wanted people to drive more. So they gave away a guide to restaurants and hotels — because people would drive to eat. The guide became the most influential food authority in the world. The tyre company is now the arbiter of global cuisine. The Michelin Gambit: create free, genuine value in an adjacent space and let the reach follow the value. This episode shows you how to apply it.

— THE BUILD —

What is your Michelin Guide? What free, genuinely useful resource could you create for the adjacent space your customer inhabits — before or after they need your product? Name it. Describe it in two sentences. Then ask: do ...