Embrace the ridiculous.

In 1900, there wasn’t much of a connection between a French tyre manufacturer and fine dining. A century later, being awarded a Michelin Star is the pinnacle of every chef’s career.

And all because the company’s founders thought that a book listing roadside amenities would encourage people to drive more and need new tyres more often. All it took was a little imagination.

Think about business areas adjacent to yours and how connecting with them could add completely new customer value.

Copyright, Hamish Mackenzie 2019