{"id":1087,"date":"2024-05-04T11:34:43","date_gmt":"2024-05-04T09:34:43","guid":{"rendered":"https:\/\/lliquida.com\/unicita-delle-barche\/"},"modified":"2024-11-28T11:06:29","modified_gmt":"2024-11-28T10:06:29","slug":"if-you-have-nothing-to-offer-dont-offer-it","status":"publish","type":"post","link":"https:\/\/lliquida.com\/en\/if-you-have-nothing-to-offer-dont-offer-it\/","title":{"rendered":"If You Have Nothing to Offer, Don\u2019t Offer It"},"content":{"rendered":"\n

Blaming failures on circumstances, others, or bad luck is always an option, but it\u2019s rarely the truth. More often, the responsibility lies in the choices\u2014or lack thereof\u2014that we make.<\/p>\n\n\n\n

In market terms, the lack of success or outright failure of a product, service, or idea often depends on the foundation of what we\u2019re offering our customers.<\/p>\n\n\n\n

Who Succeeds<\/strong><\/h3>\n\n\n\n

Why are there some boatyards that emerge and thrive even when others struggle? Consider three success stories that have shaped the motor boating industry over the past decade. In alphabetical order: Axopar, De Antonio, and Pardo Yacht. These are names that didn\u2019t exist at the start of this millennium but are now industry leaders.<\/p>\n\n\n\n

All three had\u2014and still have\u2014a clear reason to exist. Notably, all three manufacture the same type of boats: walkarounds.<\/p>\n\n\n\n

The Axopar Case<\/strong><\/h3>\n\n\n\n

Axopar managed to popularize Nordic-style boats in the Mediterranean, positioning itself as a cool alternative at a seemingly affordable price. The brand\u2019s success was driven by an attractive and distinctive design, co-marketing with established and like-minded brands like Brabus, and a communication strategy focused on what you can do with the boat, rather than on the boat itself.<\/p>\n\n\n\n

The De Antonio Approach<\/strong><\/h3>\n\n\n\n

De Antonio took the opposite route of its competitors: instead of replacing inboard engines with outboards, they hid the outboards under a sunpad. This approach appealed to both those who appreciate the advantages of outboards but dislike their appearance and those who saw the benefits of having extra lounging space.<\/p>\n\n\n\n

The Pardo Phenomenon<\/strong><\/h3>\n\n\n\n

Despite being a later entry in this category, Pardo successfully capitalized on the widespread perception that companies involved in sailing boats are more \u201csailor-oriented\u201d and, in some way, \u201cbetter.\u201d This allowed Pardo to become the go-to brand in the mid-to-large segment of the market, boosting the performance of their subsequent models as well.<\/p>\n\n\n\n

And the Rest, Left to Chase?<\/strong><\/h3>\n\n\n\n

Most companies, instead of taking action, simply blamed the market\u2019s lack of understanding, criticized the so-called \u201cIkea boats,\u201d accused unfair competition, or lamented a sluggish market.<\/p>\n\n\n\n

But have you ever taken a moment to read the messaging from the companies that lag behind and fail to succeed? Have you analyzed what they say or the ideas they are based on?<\/p>\n\n\n\n

The Uniqueness of Boats: All the Same or\u2026?<\/strong><\/h3>\n\n\n\n

A former editor-in-chief once told me when I worked at Yacht Capital: \u201cYou can either see all boats as the same or all boats as different. For our work, it\u2019s better to view them as all different.\u201d
Is it possible that this perspective isn\u2019t understood by those who build boats\u2014and, more importantly, by those who should conceptualize them in the first place?<\/p>\n\n\n\n

So, Have You Decided to Build a Boat or Start a Business?<\/strong><\/h3>\n\n\n\n

Ask yourself: Why does the market need what I\u2019m offering? What am I providing that others aren\u2019t? By answering these questions, you will also give your marketing team the ability to avoid relying on clich\u00e9s like \u201cspacious and roomy\u201d or \u201clarger dimensions than its category.\u201d<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Arrivare nel mercato nautico senza un’idea differenziante alla base della propria produzione significa non avere nulla di offrire. Per questo c’\u00e8 chi ha successo anche quando i concorrenti faticano a vendere<\/p>\n","protected":false},"author":2,"featured_media":898,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[132,134,126,17,133,136,135],"class_list":["post-1087","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-barche-en","tag-boatyard-success","tag-marketing-strategy","tag-nautical-marketing","tag-uncita-en","tag-unique-selling-point","tag-yacht-industry"],"yoast_head":"\nIf You Have Nothing to Offer, Don\u2019t Offer It - LLiquida<\/title>\n<meta name=\"description\" content=\"Discover why blaming market failures on circumstances is often a mistake. 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