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

Let‘s discuss how I can help you:

Call or email me directly:

Phone: +49 (0)89 4613 8171

Snail mail can be sent to:


Richard-Wagner-Strasse 26B,

85540 Haar, Germany

+49 (0)89 4613 8171

Munich, New York

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© Hamish Mackenzie, 2020. All rights reserved.