The products that last are built around selling a belief about how the world should work, and that starts with a compelling story. A story that injects itself in the brain. In 1900, fewer than three thousand cars existed on all of the French roads. André and Édouard Michelin ran a tire company in a country that had no reason to go out and buy tires. They printed a small red book filled with maps, mechanic listings, fuel stops and travel recommendations, and gave it away for free. The first…