How a tire company's century-old playbook holds the key to fixing professional networking for Black professionals
In 1900, two French brothers had a problem.
André and Édouard Michelin were selling tires, but nobody was driving enough to need new ones. There were only 3,000 cars in all of France, and most people saw automobiles as a rich man's toy.
So they did something counterintuitive: they gave away 35,000 free guidebooks.
The Michelin Guide didn't sell tires directly. Instead, it created a culture of exploration, excellence, and adventure that made people want to drive more. It established standards. It created aspiration. It built a movement.
A century later, Black professionals are facing a similar problem, and the Michelin brothers' playbook might be the solution.
The Black Networking Problem Nobody Talks About
For years, we were told to code-switch our way into boardrooms. To leave parts of ourselves at the door in the name of professionalism. To network over beige finger foods in fluorescent-lit ballrooms and pretend that was culture.
But people are waking up. We don’t want stiff suits, awkward icebreakers, or transactional exchanges. We want environments that reflect who we are culturally, emotionally, and spiritually.
That’s where curation comes in.
Curation is the art of shaping space with purpose. It’s not about just hosting an event, it’s about designing an experience. It’s choosing the right venue, the right music, the right mix of people, and the right energy. It’s creating a vibe that invites openness, curiosity, and collaboration.
And it works. When people feel seen, they show up fully. When people feel safe, they share more honestly. That’s when the real magic happens, when networking becomes storytelling, and business cards become bonds.
What Michelin Got Right (And What We Can Learn)
The Michelin Guide succeeded because it didn't just list restaurants, it created a standard of excellence that elevated an entire industry.
Here's what the brothers understood that most networking organizers miss:
1. Standards Create Value
Before Michelin, there was no universal way to identify exceptional dining. The guide created criteria, applied them consistently, and built trust through curation.
The networking parallel: We need standards for what constitutes excellent networking spaces for Black professionals. Not just "diverse" events, but spaces that understand cultural nuance, power dynamics, and the specific challenges we face.
2. Free Value Builds Trust
The Michelin Guide was free for decades because its purpose wasn't immediate profit, it was culture change. By providing genuine value first, they earned the right to influence behavior later.
The networking parallel: Instead of charging for access, we should be creating free resources that genuinely help Black professionals navigate networking more effectively. Trust comes before transactions.
3. Recognition Drives Aspiration
Getting a Michelin star became the ultimate achievement in hospitality. Restaurants changed their entire approach to earn recognition.
The networking parallel: We need recognition systems that celebrate the people, places, and experiences that are actually creating opportunities for Black professionals. Make excellence visible, and others will aspire to it.
4. Consistency Builds Authority
Michelin inspectors followed rigorous protocols. Their standards were applied equally, whether reviewing a street cart or a five-star restaurant.
The networking parallel: We need consistent criteria for evaluating networking opportunities. What makes an event "worth it" for a Black professional? Cultural awareness? Meaningful follow-up? Actual opportunity creation?
The Cultural Dimensions Michelin Understood
The Michelin Guide succeeded globally because it adapted to local culture while maintaining universal standards of excellence.
In France: Emphasized tradition and technique In Japan: Recognized precision and seasonal ingredients
In America: Celebrated innovation and accessibility
Each guide reflected the local dining culture while elevating it.
Black networking needs the same approach. Universal standards of excellence, applied with cultural intelligence.
What "Black Networking Excellence" Actually Looks Like
Based on my research and experience, excellent networking for Black professionals includes:
Cultural Intelligence: Understanding that our networking challenges are often systemic, not personal Intentional Curation: Moving beyond "diversity for diversity's sake" to create genuinely valuable connections Follow-Through Focus: Recognizing that our networks often require more intentional maintenance Opportunity Creation: Not just making connections, but creating pathways to actual advancement Community Building: Understanding that our professional and personal identities often intersect
The Michelin Model for Black Professional Networking
Imagine if we applied the Michelin approach to Black networking:
Free Educational Content: Weekly insights on navigating professional spaces as a Black professional Rigorous Standards: Clear criteria for what makes networking opportunities valuable for us Recognition System: Celebrating people, places, and events that are creating real access and opportunity Cultural Adaptation: Standards that account for the unique challenges and strengths we bring
The result: A movement that elevates networking standards for Black professionals while creating a thriving ecosystem of opportunities.
Why This Matters Now
The traditional networking advice—"just show up and be yourself"—assumes a level playing field that doesn't exist.
We need networking strategies that account for:
- Starting with different social capital
- Navigating coded language and cultural expectations
- Building bridges across different professional worlds
- Creating opportunity where it doesn't naturally exist
The Michelin brothers succeeded because they didn't just accept the status quo, they created a new standard.
It's time we did the same for Black networking.
We don't need more networking events. We need better ones.
What do you think makes networking excellent for Black professionals? Reply and let me know your insights might shape how we build this movement.
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