Indirect demand creation (Michelin Strategy)
Incentivize a behavior that naturally increases usage of your product, rather than marketing the product directly.
Why this can grow a startup
Instead of pushing users to buy, you pull them toward an activity that makes your product indispensable. This reframes marketing as enablement, which feels generous rather than salesy. Users don't feel sold to — they feel supported. The strategy also creates secondary content and community assets (like awards or leaderboards) that generate their own distribution.
Company example
Michelin created restaurant star ratings to encourage driving (and tire wear); Nike tells you to run more (wearing out shoes faster); SaaS tools can create challenges, templates, or awards that drive deeper product usage and organic upgrades.
Source and metric
Source: reddit.com · Browse reddit.com tactics
Source discovered: March 21, 2026
When to use it
Use this when Communities is relevant to 0-100, 100-1K and you can run a bounded test with a free budget.
When not to use it
Do not use it as a substitute for customer evidence, a clear owner, or a measurable stop condition. Local platform rules and market behavior still need checking.
Founder checklist
- Read reddit.com and identify what is directly supported.
- Choose one channel context: Communities.
- Define the test around one observable customer behavior.
- Set an owner, evidence window, and stop condition before launch.
Explore the context
Apply this with an operator
Build creator and community systems around real incentives, trust, and repeat participation.