The terrifying experience of other people’s holiday slides
If you are under 40 you probably escaped it. If you are over 50 you suffered through it time and time again. The dramatic ritual of other people’s slides. Remember […]
Marketing has a communication problem.
It often uses English words for simple concepts. Useful, fundamental things, but spoken more as if they were gibberish rather than real concepts. And then it is surprised when the […]
In the boating industry, we have a major communication problem
Boating has a communication problem. Better to focus on the message than the product: boats are beautiful, shipyards offer every type of vessel, and prices are more accessible than people […]
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 […]
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 […]
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 […]
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), […]
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 […]
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 […]
