Every stage of a company’s life demands distinct strategies and tools, and the next phase always arrives sooner than expected. Here is what aviation can teach business leaders. Imagine boarding […]
Ladies and gentlemen: the story you are about to read is true. Only the names have been changed to protect the innocent. I am paraphrasing the classic intro from the […]
Watching the world through the magnifying glass of social media provides a good way to understand how it works. It is like having a perpetual observatory of human behavior. This […]
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 […]
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 […]
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 […]
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 do we believe in something? Basically for two reasons: either because we have seen and experienced it directly, or because we trust who is telling it to us. In […]
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 […]
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 […]
Come on, let’s be honest: the scene is always the same. You sit in your office, approve yet another photocopy press release full of empty adjectives, pay for the usual […]
The first time I saw an X Shore, I think it was at the Cannes yachting festival, I thought: “wow, these guys have really done something new, beyond electric”. Of […]
