Customer as Battering Ram Against Intermediaries

"The Paris Transport Company gives in. Michelin can once again congratulate itself on using its favorite weapon: “The Customer.” An informed user is one who puts pressure on reluctant intermediaries. And manages to make them bend."

"In the spring of 1924, on the same themes, Michelin put up posters calling for revolt on the walls of the capital, in shop windows. Booksellers, pharmacists, jewelers, grocers are mobilized. Mainly those who have their store near bus terminals and high-traffic stations. Onlookers laugh together. Drivers and conductors too. (Or they are targeted.) Michelin sends two vehicles mounted on tires to “cut” the convoy of the President of the Republic on his way to the Longchamp Grand Prix. And, by chance, it gets filmed by the newsreels. A letter is sent to all Parisian city councilors."

"Therefore: “All the forces of the company must be aimed at serving the client. If the clientele is satisfied, the company has every chance of being healthy; otherwise, it is doomed.” We must never lose sight of the fact that “His Majesty the client,” according to an expression commonly found in the company’s brochures, is free in their choice. “The freedom of consumer choice engenders the fertility of the company in a market economy and the prosperity it brings to all.” It is necessary not only to “do better than others but also to do better than yesterday and prepare to do tomorrow what seems impossible today.”"