The Universal Candidate and the Paradox of Grey Boats
It is intriguing to observe how companies and human beings often behave in exactly the same way. Obviously, I am talking about communication, but the similarities also extend to behavior […]
Stop wooing customers by showing them your blood tests
There is a scene on repeat in almost every nautical company. The entrepreneur (often an excellent technician turned businessperson) picks up the PDF of their new product, looks at it […]
Strategy and Tactics: Why we get off course in nautical marketing
Everything changed on a sidewalk in Rome, when my brother Lorenzo brought me in front of “Strategy and Tactics”. A place that, if you’re not at least a bit of […]
Metstrade and Boat Shows: Strategy, Innovation, Marketing, Communication — and Above All, the Lifestyle of Nautical Professionals
I hope no one has to do blood tests when they get back from Mets.And now that I think about it, not from Boot Düsseldorf either. Or Cannes…Or Genoa, Monte […]
AI On Board: Why the Nautical Customer’s Slowness Is Beaten by a 24/7 Chatbot
It would take a full monograph to unpack all the insights from the latest Isnart–ENIT press release, especially for anyone dealing with boats, marinas, and the surrounding ecosystem. After seeing […]
The 200-Euro Tourist? The Nautical One Spends Twice That – and Not Always in Port
A new kind of traveller is cruising through Italy.They spend 200 euros a day, don’t mind the price list, and above all, they don’t want to feel like “one of […]
5 Counter-Trends Reshaping the Italian Boating Market (and Where to Find the Next Business Opportunities)
There’s an Italy that sails fast, and one that slows down.It’s not a paradox—it’s a compass.Because where the charts start to bend, new routes quietly appear. The latest data from […]
LLIQUIDA MANIFESTO: COMMUNICATING THE SEA WITH HEAD AND HEART
«Si, ok, you talk and pontificate (sic), but if I may be so bold: what the hell do you want from us?» This question was asked to me by a […]
Communicating Boating Beyond Over-50s: the Three Key Segments You Can’t Ignore
In our previous article we highlighted how 80% of Italian boat owners are over 50, a figure confirmed by the Osservatorio Nautico Nazionale and by global trends from the NMMA. […]
Boats and Generations: How to Expand the Boating Community When 80% Are Over 50
Not exactly a sea for the young. At the opening of the 2025 Genoa International Boat Show, the President of Confindustria Nautica, Piero Formenti, shared the results of the new […]
Nautical Awards Guide 2025: which ones really matter to sell boats
In the past year alone, over 100 international awards have been handed out in the boating industry.Red carpets, shiny trophies, crowded stages in Cannes, Düsseldorf, Genoa, Amsterdam, Berlin.It feels like […]
Online Slowdown, High Intent: the New Funnel of the Nautical Customer
If you thought the nautical sales funnel was linear — check the model list, visit the marina or dealer, sign the wire transfer — it’s time for an update. First, […]
