Transcript
Introduction
So I spent the last two weeks reading two biographies on the Michelin brothers. And both books centered around how they took over a bankruptcy and a decrepit factory and then turn it into one of the leading tire manufacturers in the world.
In fact, a place that the company still holds more than 100 years later. So the two books I read were Michelin: A Century of Secrets, which details how the two brothers kept their entire operations shrouded in secrecy while simultaneously going to extreme lengths to make their company and its products known to the world. And the second book was The Michelin Men: Driving an Empire. So the first book was actually translated from French by my friend Cameron Priest, who also helped me with last week's book on Michele Ferrero.
Cameron and I have been texting all week about the just insane stories that are in these books. So most of what I want to talk to you about is the genius that the older brother André applied to marketing and advertising. But there are a lot of things, there's just a lot of things in the story I think will blow your mind. At least they blew my mind.