Do you know the story about Molise not existing? The original joke comes from a certain Dr. Gregory Donald Johnson, who, on the pages of what was then Nonciclopedia—now Nonsource—”proved” the region’s nonexistence.
To summarize his reasoning: do you know the Molisan dialect? Can you name the capital of Molise, a traditional song, a famous figure, or a local dish? Therefore, Molise doesn’t exist.
Sure, some might say that Basilicata doesn’t exist either, but the existence of Basilicata is proven by the presence of basil, so problem solved.
Of course, the region squeezed between Lazio, Campania, Abruzzo, and Puglia, with a beautiful coastline that includes Termoli—whose port is the only one that operates ferries year-round to the Tremiti Islands (which are part of Puglia)—very much exists.
But we can pretend it doesn’t; it’s fun and amusing. Even if reality is different.
In fact, we oppose our “truth” to reality. In the end, as long as it’s about Molise—especially if we’re not from Molise—what harm could it do?
It’s a different story when this approach shows up in the workplace. Yet, it’s something that nautical entrepreneurs often do.
As in: I don’t care how the world works; I’m doing this because… (and here the answers are almost always the same): passion, because my grandfather did it, because I’ve always wanted to, because rich people buy boats and spend a lot of money, so I’ll get rich, etc., etc.
Translated into other terms: I don’t care what the boater wants (reality); I care about what I want to do (truth).
I don’t care if my boat is yet another copy of trendy boats (reality); mine is better (truth).
Do you know how many shipyards today produce walkarounds around 10 meters? Over 30!
Okay, that’s reality, but the “truth” is that my shipyard—the latest to enter the market, with no innovative element—will guarantee me such success that I’ll become rich and famous.
Or, even if I aim a little lower, it will allow me to live comfortably building boats, something I’ve always wanted to do (even regardless of what people might want from me).
Take a step back. If you have a few decades under your belt, let’s rewind 20 years.
Do you remember how many shipyards made lobster boats, the trend in the early 2000s? If we name the most famous ones, we’re talking about around 20, and that was during a time when the nautical sector was booming.
Here are the most notable ones of that era: Franchini, Cantieri Navali Estensi, Mochi Craft, Rose Island, Austin Parker, Solare, Morgan Yachts, Cayman Yachts, Hinkley, Abati Yachts, Toy Marine, Egemar, San Juan Yachts, Gagliotta, Vicem, Navalia, Azzurro, Master Yacht, Grand Banks, Lutje Werf—even Beneteau with their Flyer line mimicked the style.
And I’m skipping most of the American brands and all the one-offs from those years.
Tell me, how many still produce lobsters today? How many are still in business? And how many would you call successful shipyards?
Do you see the parallel?
So, what’s the solution? Should we stop building boats and doing business?
Of course not! Or at least, I won’t be the one to tell you to stop building boats since my goal, as an entrepreneur, is to help you sell your boats and your products to boat builders.
The solution is: understand what reality is.
Understand what your customer wants or what your customer doesn’t have.
Understand how you can offer them something exclusive, something unique.
First of all, understand why you’ve decided to sell what you’re bringing to the market.
In other words: given the world as it is, why have I decided to do what I do? What is my purpose in reality (and not just in my own “truth”)?
If you’d like to chat and clear your thoughts, I’m always available, even with a private message.
But until you start thinking that the only thing that exists is reality, the waters in which your business sails will always be rougher than they already are for anyone doing business.
