An outsider's view of the nautical sector: why communication can't resolve what positioning hasn't yet decided. Victoria Paola Rodríguez, Marketing Lead In the nautical sector, a polished social presence and thousands of followers don't validate the technical work behind them. I came to understand that by looking at the industry from the outside. I arrived from an industry where aesthetics, social media and narrative are part of the business's DNA from day one: every action,

A founder's note on where automation earns its place and where it quietly costs you the relationship. Alba Mora Sanllorente, CEO of North Consulting I learned that the slow way. In 2010 I started working with businesses, no AI, no flood of information. We segmented by hand even with SAP in the room, wrote emails one by one, and crossed our fingers every time we had to send one in BCC. The contact, even by email, was personal, because there was no other way for it to be. Then

The feeling of always being one step behind, a tool, a channel, a format that appears and that you should already have mastered, is one of the most common symptoms in SME leadership today, and one of the rarest to be named with precision. The usual reading attributes it to a problem of time management or team emotional load. Yet, in early 2026, McKinsey & Company surveyed over 10,000 executives across 15 countries, and the findings point elsewhere: in an environment of consta