Chicken cackle like crazy when they do so. What is the consequence? “The entire world eats chicken eggs.” The quotation from Henry Ford makes clear how important it is not only to offer high-quality products and great service, but also to talk about it. Those, who do not make their own performance visible, run the risk of being overlooked. Our industry can do many things. You don’t believe it? Well, then take a look for example, at the winner projects of the “Swimming Pool Oscar” or the bsw Award. Convinced? Well, the coming together of industry, commerce and trade, sound products, innovative techniques, craft skill and aesthetic feel culminates in swimming pool and well-being paradise of the luxury class. What if no one – except for the individual customers – notices? This is why I believe public relations work to be very important and contribute to the interests of our market in the PR and marketing committee of the bsw in honorary function. Together with my colleagues and bsw branch office, we intend to realise new things time and again and to advance the development of proven things. Current example: getting more out of the bsw certificate for swimming pool construction specialists. With a few ideas and concepts in my luggage, I met in Frankfurt today with the members of the PR Committee and the Association Board for discussions and brainstorming. We will present the first results at the bsw Annual Conference on 27 February in Berlin. If the bsw members give the “go ahead”, the detailing will be next and the real work will start in earnest!