6
Winning with Complements
Suppose you are planning a trip to Paris and would like to spend one evening at a great restaurant. How do you know where to go? Ask a friend? Search LaFourchette or Le Fooding? Browse Tripadvisor or Eater? If you were interested in the very best, chances are you would ask a producer of automobile tires. Yes, automobile tires! I am thinking of Michelin and its famous restaurant guide, of course. But isn’t this strange? How did a company that produces tires end up creating an influential restaurant rating system? Why does Michelin even have a guide?
To find out, let’s travel back in time. We meet Édouard and André, the two Michelin brothers, on a warm summer day in 1891.1 One of their customers, ...
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