Better to stay silent than to speak in vain
You might not have noticed, but last week you didn’t receive our newsletter. Mind you, if you did notice, I am very pleased. But I start from the assumption that […]
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 […]
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 […]
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. […]
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 […]
The Hen, the Faucet, and the Feed: Why DIY Marketing Often Costs You More
In every story where there’s a hen involved, it’s always the human who ends up being the real chicken. Have you noticed? Take the fable of the goose that laid […]
Is Marketing Really That Bad? (And Why It Might Be Your Best Ally)
Why Marketing Is Often Misunderstood I have to admit that, at first, I also thought marketing was something bad and deceitful.For two reasons.First, because I often heard the word used […]
Marketing and Advertising: Understanding the Difference Through a Sailing Metaphor
Let’s get this straight: marketing and advertising are NOT the same thing. Advertising is just one part of marketing. To clarify, let’s pretend your goal is to sail a boat. […]
The Three Pillars of Success for Nautical Businesses
Companies are like stools: they need at least three legs to stand. If you are a nautical entrepreneur, can you name them? Before you answer (or read the answers if […]
