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Noah Kagan
Guinness World Records, Tour de France, and the Michelin Guide.
All were promotions for OTHER businesses that turned into companies of themselves. I love stuff like this.
Here’s a quick background on each...
🍻Guinness World Records🍻
In the 1950s, the managing director of Guinness beer got into a debate about the fastest game bird in Europe.
He realized there was no book to settle arguments like this so they made one.
It was meant to be a giveaway in pubs.
It turned into a global best-seller and a standalone brand.
🚴 Tour de France🚴
In 1903, a struggling sports newspaper in France called L’Auto needed a way to beat its competition.
So they created the most epic bike race anyone had ever seen 2,000+ miles around France.
The paper’s circulation exploded.
The race outlived the newspaper and became the most prestigious cycling event in the world.
🍽️ Michelin Guide 🍽️
In 1900, the Michelin tire company had one problem: not enough people were driving.
So they published a guidebook full of maps, hotel listings, and restaurant reviews all to encourage road trips and wear out tires.
Eventually, they added a star rating system for food.
That turned into the Michelin Guide we know today the gold standard in fine dining.
3,3K
Guinness World Records, Tour de France, and the Michelin Guide.
All were promotions for OTHER businesses that turned into companies of themselves. I love stuff like this.
Here’s a quick background on each...
🍻Guinness World Records🍻
In the 1950s, the managing director of Guinness beer got into a debate about the fastest game bird in Europe.
He realized there was no book to settle arguments like this so they made one.
It was meant to be a giveaway in pubs.
It turned into a global best-seller and a standalone brand.
🚴 Tour de France🚴
In 1903, a struggling sports newspaper in France called L’Auto needed a way to beat its competition.
So they created the most epic bike race anyone had ever seen 2,000+ miles around France.
The paper’s circulation exploded.
The race outlived the newspaper and became the most prestigious cycling event in the world.
🍽️ Michelin Guide 🍽️
In 1900, the Michelin tire company had one problem: not enough people were driving.
So they published a guidebook full of maps, hotel listings, and restaurant reviews all to encourage road trips and wear out tires.
Eventually, they added a star rating system for food.
That turned into the Michelin Guide we know today the gold standard in fine dining.

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