“With the wind, even stones roll…” Filippo’s father used to say when the young man came home victorious from a regatta where his physical build (much stronger and more developed than his peers) was crucial in leaving competitors behind.
But when the wind died down, Filippo’s performance—hindered by the weight of his muscle mass—was not as outstanding.
At the end of the championship, those who excelled in light winds without faltering in stronger ones topped the leaderboard.
So, what does this have to do with Finnish boating and your business?
Don’t worry, we’ll get there.
Let’s go back to Filippo’s father for a moment.
In his succinct statement was a profound truth: when the conditions are ideal for you, it’s easy to shine.
But it’s when the situation gets tough that the most adaptable prevail.
The waters of the Baltic state—home to vital boatbuilding industries—are among the most treacherous in the world. Not the waters themselves, but the seabeds.
They are riddled with submerged rocks just 20 cm below the surface or barely protruding.
To give you an idea: 75% of all physical navigation markers used worldwide—such as buoys, beacons, cardinal marks, and lateral signals—are concentrated here.
This means that sailing in these parts is no easy feat; on the contrary, it’s extremely easy to hit a rock (it happens to everyone, and no one hides the fact that they’ve been through it).
So, how do you adapt to such challenging conditions? Simple: Finns choose aluminum boats.
If you hit a semi-submerged rock, the boat is more likely to deform rather than breach, and repairs are much simpler.
This is why, among the top 10 manufacturers of boats up to 6 meters (the most popular segment), 8 shipyards produce aluminum-hulled boats.
Lesson 1 for your business: If you want to appeal to the masses, you need to understand what your customers are looking for.
Are you sure you know what your target audience really wants?
However, among these 8 shipyards, 4 offer boats with fiberglass decks.
This means they achieve lower costs and faster production times. Instead of welding sheet after sheet, they create the “top piece” directly from a mold.
They sell boats at a lower price, setting themselves apart from the rest of the market.
Lesson 2: Even in a well-defined market, you can find an alternative solution to differentiate yourself from the competition.
Have you figured out how to stand out (not necessarily be better) from others?
Finally, after attending the 23rd Vene Bat, the winter boat show in Helsinki, I noticed many Italian words used to name models and product lines (Grandezza, Bella, Futuro, Coltello, Marino…). But I didn’t see a single Italian-made boat.
This shows that Finns like Italy as a concept and draw inspiration from its design for many models, but they buy local boats—not necessarily because they are cheaper.
Lesson 3: No matter how much your brand is liked, if you don’t offer a product perceived as high-quality, customers won’t choose you and will stick to what they know.
How do you demonstrate that you truly deliver what your customers are seeking?
“Ready to turn challenges into opportunities and craft a winning strategy for your business? Contact us today, and let’s navigate the path to success together!”
