Many leaders ask: how do we nurture the spirit of innovation to stay a step ahead of the competition? When Micheline, one of the leading global tyre manufacturers, wanted to stay relevant and create customer loyalty, it asked: how do we create a great travel experience while deepening customer engagement. The answer was effective execution of the idea of publishing authoritative a travel guide, with detailed information about car tyre repair centres, mechanics locations, good restaurants, and other directions of where to find what. With the invention of mobile phones and the yellow book, the Micheline travel guide started losing…