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 […]
Data Doesn’t Lie, the “Sea Wolf’s” Intuition Sometimes Does: 3 Errors (+1) That Sink Nautical Marketing
“No one knows my owners better than me.” If I had a euro for every time I’ve heard this on the dock or at a boat show, I’d probably be […]
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), […]
“Heavy Metal” Marketing: How to make a 50kg piece of iron look sexy
I received a newsletter this morning. No photos of sunsets at anchor, no glasses of champagne, and no cream-colored leather. The sender is a company we’ll call “Saddles & Props.” […]
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 […]
Metstrade and Boat Shows: Strategy, Innovation, Marketing, Communication — and Above All, the Lifestyle of Nautical Professionals
I hope no one has to do blood tests when they get back from Mets.And now that I think about it, not from Boot Düsseldorf either. Or Cannes…Or Genoa, Monte […]
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 […]
Online Slowdown, High Intent: the New Funnel of the Nautical Customer
If you thought the nautical sales funnel was linear — check the model list, visit the marina or dealer, sign the wire transfer — it’s time for an update. First, […]
Blue Carpet and ROI: the hidden side of boat shows
Every September, while stands take shape and the carpet — blue everywhere (though in Cannes you can also find it light blue, fuchsia, yellow, orange, red…) — is rolled out, […]
September, let’s go: a guide to surviving (and thriving) the boat show season
September, for those who go boating, is the best month: warm sea, empty marinas, long days. For those who build boats, refit them, produce or sell marine accessories, or simply […]
The Nautical Salesperson’s “Swan Song”: Why the Best Product Doesn’t Sell Itself
Do you know that epic, almost heartbreaking moment when the swan sings its last, wonderful melody before… well, before the struggles of life catch up? Sometimes, the attitude of someone […]
