In the early 20th century, the Michelin Guide emerged as a revolutionary example of brand extension. Originally devised as a tool to encourage automobile travel (and therefore tire usage), the guide grew into an authoritative source for restaurant and hotel recommendations, creating a legacy that continues to this day.

Let's start by addressing the key questions: Does my business need an ecosystem? What is an ecosystem? Where do I get one? And is an ecosystem the same as Functional Integrated Thinking (FIT)?

Let's begin with the last question. A business ecosystem is the manifestation, or the byproduct if you will, of applying Functional Integrated Thinking (FIT).