How the Michelin brothers used fine dining to sell tyres, what we can learn from them and why they still stand out today, 117 years after.

In 1900 the tyre manufacturers André Michelin and his brother Édouard published the first edition of the Michelin Guide. It contained useful information for motorists, including maps, instructions for repairing and changing tires, and lists of car mechanics, hotels and petrol stations. Back then there were only 3.000 cars on the roads in France. The book was published in 35.000 copies. Did marketers have more guts back then, I wonder?

In the following years…


In the chase for impressions, we fail to create meaningful relations with people.

The internet has been around for 20 years, yet most advertising campaigns still look the same. The formats have developed and evolved but underneath the technological framework is the same old approach: Deliver a message, from a brand, to an audience.

In the meantime, the internet has completely changed how people behave in almost every aspect of life. Before, consumption of content was limited to a few formats in dedicated timeframes or schedules. Today, content is available in our pockets 24/7. Furthermore, so is the ability to…


It seems like everyone embraces disruption, except when it actually happens.

First never follows, who dares wins, Think different, Just do it and so on. In the tech community we embrace change and those who dare to bring it.

But when Apple released the iPhone 7 my Twitter feed consisted mainly of one kind of post. It looked like this:

Everyone was angry because Apple actually forced them to change their behaviour. It’s a common human reaction to be skeptic of change and it’s probably a smart defence mechanism deriving from our ancestors time on the savannah. …


I spent 7 days in Paris and all I got was 5 Eiffel Tower key chains for 1 Euro

Photo: Niklas Adrian Vindelev

Paris is filled to the brink with impressive architecture: The terrifying level of detail at Notre Dame, the monumental greatness in the ceiling of Musée D’orsay, the ridiculous amount of statues at Louvre, the sophisticated beauty of the natural lit oval rooms of Musée d’orangerie containing the great Monet canvases, the great factory of experiences hidden behind the stage at L’opéra, the futuristic castle of Centre Pompidou, the elegance of Les Tuileries, the surprisingly big l’Arc de Triomphe and the inexplainable…


Although having been in existence since the late 1990’s, Apple and Android’s inclusion of emoji keyboards on devices from 2013 onward heralded the mainstream arrival of the Emoji. Since then, these emoticons have become an increasingly popular and prevalent part of the digital (and physical) world.

One of the key reasons to this popularity is that emoji solve a basic problem with textual communication. Typically, through written text, people are unable to convey the specific emotion that they wish to put forward. Whilst in most cases, we can derive emotion through context and, this lack of clarity (especially through shorthand…

Malte Gaarde

Co-Founder of Super Mercat and Barnemad

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