Growth idea action plan
Michelin Strategy (create-the-award)
Create an industry award or rating system that incentivizes behavior which drives demand for your core product.
Why this can grow a startup
By creating the standard by which an industry measures quality, you become the trusted authority and default brand. The award creates a self-reinforcing loop: winners promote their status (free marketing for you), aspirants engage with your ecosystem to improve, and consumers follow your recommendations — all of which increases your brand reach and product demand. It works because the value you provide (recognition, credibility) is genuinely useful to recipients, making it non-spammy distribution.
Ian's take
From scaling consumer platforms across MENA and Southeast Asia, my default is to distrust growth work that only looks good in a slide. I would treat this as earning the right to be in the room, not dropping a campaign into a room. In community-led growth, the first job is to notice what people already care about, then bring a useful proof, tool, teardown, or question that makes the conversation better. I would run it small enough to learn quickly, then only scale the parts that real users repeat, save, reply to, or buy from. For this tactic, I would watch one clear growth signal before putting more time or budget behind it.
Action plan
- Define one narrow startup segment where michelin strategy (create-the-award) can create a measurable lift.
- Turn the tactic into one offer, page, campaign, or workflow for the Communities and PR channel.
- Use the evidence from linkedin.com to set the first version of the message, format, and audience.
- Launch a small test for 7 to 14 days with one success metric: one measurable growth signal.
- Review the result, keep the winning message, remove weak variants, and turn the learning into a repeatable growth playbook.
Source-backed example
Michelin (created the Michelin Stars restaurant guide to incentivize people to drive to top restaurants, wearing out tires faster and buying more Michelin tires); modern SaaS equivalents include creating "best of" lists, certification programs, or benchmark reports that position the company as an authority.
Source: linkedin.com
GrowthDex source hub: linkedin.com
Last checked: March 21, 2026
Adjacent tactics in the same lane
If this page is close to your problem, these tactic pages usually belong in the same working set.
- Anti-AI brand positioning for trust arbitrage same source · 2 shared channels · 1 shared stage
- Customer advocacy content flywheel same source · 1 shared channel · 2 shared stages
- Value chain top-down distribution shortcut same source · 1 shared channel · 2 shared stages
- "Break My App" viral bug bounty campaign same source · 1 shared channel · 2 shared stages
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Ian Goh has helped grow consumer platforms across Southeast Asia, India, and MENA. His work includes scaling Tiki to 100M+ users, doubling BIGO's MENA revenue in 7 months, and increasing OYO's direct booking share across 6 Southeast Asian markets.
- Helped scale Tiki to 100M+ users.
- Doubled BIGO's MENA revenue in 7 months.
- Raised OYO's direct booking share by 50% across 6 Southeast Asian markets.
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