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Sex and Samba or Blood and Sh*t? The Beneteau Island Concept Case

“Sex and Samba” or “Blood and Sh*t”? Two quotes (and if you can name the author of the second one, you have my respect!) to describe the reaction sparked by […]

What Does the Cynical Beautician Recommend? The Value of Honesty in Communication

“Hello, Cynical Beautician (Estetista CInica in Italian), what do you recommend for stretch marks?”“Resignation.” This is an actual exchange I read a few years ago on Cristina Fogazzi’s Facebook profile. […]

If You Were a Potential Customer, Would You Buy What You’re Selling?

It’s not a far-fetched question, and I’m not talking about the value of your product or service. I assume you’re an honest entrepreneur trying to improve your customers’ lives—not “cheating […]

Bring the Hearses Back and Ask for Your Money Back from the Mourners: Boating is Not Dead

After a four-day visit to the 2025 Düsseldorf Boot, here’s what I’m taking home to share with you. Let me preface this: covering the entire show and talking to everyone […]

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. […]

If You Don’t Improve Your Customer’s Life, You’re Useless (and Harmful)

If what you offer doesn’t make life better for your customers, then you’re useless. And that’s the best-case scenario. More likely, you’re downright harmful. Harmful to your customer, because you […]

The Rocks, Finland, and Three Questions to Grow Your Business

“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 […]

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 […]

Molise Doesn’t Exist… And Neither Does Reality

Do you know the story about Molise not existing? The original joke comes from a certain Dr. Gregory Donald Johnson, who, on the pages of what was then Nonciclopedia—now Nonsource—”proved” […]

Why Trust Nautical Marketing to Someone Who Can Make a Difference

My uncle Carlo only had a 5th-grade education, a limp, and exceptional intelligence.He worked as a doorman at the hospital in Grosseto and, as a hobby, designed sailboats—he actually created […]

The Power of Storytelling: Why Do Stories Fascinate Us So Much?

Why are we so captivated by stories? Novels, films, songs, posts—most activities that attract us and consume our time, and often money, are tied to stories someone tells. According to […]

The Power of Word-of-Mouth: Turning Ideas into Action

«[…] At this point, everyone ran in every direction.Even the women, demonstrating the difference between idea and action […]» If you haven’t recognized the song, I recommend listening to the […]

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