Selling boats today means selling experiences (and not just status)
Ask yourself a question (and, above all, give yourself an answer): how many of your clients buy a boat to be seen, and how many buy it to actually do […]
At sea or on land, believing what you read is an act of faith (even with a calculator in hand)
Why do we believe in something? Basically for two reasons: either because we have seen and experienced it directly, or because we trust who is telling it to us. In […]
Being over doing
Open LinkedIn tomorrow morning. Scroll through the feed and you will find three posts from three different shipyards. The first announces the launch of a new model. The second communicates […]
Why all boats look the same – the power of words in yachting
As a child, there was one thing that fascinated me immensely at school: the mimeograph. Before photocopiers became common, that was the system for replicating text. You would turn the […]
Why is everyone in the yachting industry writing the same book?
I’ve spent the last few weeks immersed in an extreme reading experiment: I analyzed the promotional texts of over 50 companies in the sector. All real, all destined for publication. […]
Selling boats is like having sex (and also what comes after)
There is a curious parallel between selling boats and having sex. I know, for some people selling is truly a pleasurable activity, but beyond personal enjoyment the two activities have […]
Artificial Intelligence just killed your press office (and how to resurrect it)
Come on, let’s be honest: the scene is always the same. You sit in your office, approve yet another photocopy press release full of empty adjectives, pay for the usual […]
Sometimes good ideas are not enough. Lessons to learn from a failure
The first time I saw an X Shore, I think it was at the Cannes yachting festival, I thought: “wow, these guys have really done something new, beyond electric”. Of […]
Changing with the Times: vital rather than useful
Children resemble their times more than their fathers. It was said by the sociologist Guy Debord, and before him, I heard my father say it in different words when he […]
Data Doesn’t Lie, the “Sea Wolf’s” Intuition Sometimes Does: 3 Errors (+1) That Sink Nautical Marketing
“No one knows my owners better than me.” If I had a euro for every time I’ve heard this on the dock or at a boat show, I’d probably be […]
The Master’s Touch
Düsseldorf 2026, there is one thing that struck me more than the rest. It wasn’t the shipyards that were missing, the new entries that appeared (increasingly shifting towards large sizes), […]
“Heavy Metal” Marketing: How to make a 50kg piece of iron look sexy
I received a newsletter this morning. No photos of sunsets at anchor, no glasses of champagne, and no cream-colored leather. The sender is a company we’ll call “Saddles & Props.” […]
