📂 The surprising origin of the Guinness World Records

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Before you could Google the fastest bird in the world, people had to argue about it over a pint of Guinness.

In 1951, Sir Hugh Beaver, the managing director of Guinness Brewery, was on a hunting trip when he missed his shot at a game bird. Frustrated, he claimed it must be the fastest bird in the world. But when he tried to settle the debate, he realized something — there was no definitive record for it.

That’s when he had an idea. If people were arguing about this, they were probably arguing about a lot of other things, too. So why not give them the answers — and make Guinness part of the conversation?

From pub gimmick to global bestseller

Beaver enlisted journalists Norris and Ross McWhirter to track down the world’s biggest, fastest, and most extreme records.

In 1955, the first Guinness Book of Records was published — not as a book for sale, but as a free giveaway for pubs.

The idea? Help drinkers settle debates and keep them talking (and drinking) longer.

But demand exploded. By the end of the first year, 50,000 copies had been printed and sold. It became a bestseller in multiple countries and spun off into TV shows, museums, and even video games.

At one point, Guinness didn’t just sell beer — they were the world’s authority on world records.

The power of a self-sustaining marketing asset

Most marketing campaigns cost money. The best ones make money.

Guinness didn’t just run ads; they created a product that people wanted. It took on a life of its own.

The book was fun, useful, and valuable on its own — yet it kept Guinness front and center in the conversation. Even after selling off Guinness World Records in 2001, the brand is still synonymous with record-breaking feats.

This is marketing that doesn’t feel like marketing.

What SaaS can learn from this

Marketing that doesn’t feel like marketing is the kind that lasts. Instead of chasing clicks or throwing money at ads, ask:

1. What can we create that people actually want?
2. What can we build that markets itself?
3. How can we make our brand part of something bigger?

The best SaaS companies don’t just generate leads — they create ecosystems. They build things people want to talk about, share, and engage with over time. For this to work, you need to align with your brand and audience. Guinness’ book kept people talking in pubs — right where their beer was sold.

Guinness turned a simple idea into a global brand asset that lasted decades.

What could your company create that people engage with — not because they have to, but because they want to? Think beyond a single campaign.

Where does your idea fit in the bigger picture?

It’s worth thinking about. Hit reply — I’d love to hear your thoughts.

—Corey