Baker Street Blog - How to do great creative without being clever or talented

In the early days of motoring, Michelin weren't selling enough tires. They had to persuade people to drive more. So they invented Michelin Guides, which contained everything you needed to plan a motoring holiday, from maps to restaurant reviews. They made it chic to travel hundreds of miles to Switzerland and Italy in noisy, uncomfortable cars. Thousands did, and millions do it today. Wearing the tires out as they go. Genius.