Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
Sometimes, life can overtake you.
You want your brand to be exactly as it is. You want your life to be exactly as it is.
But then so-called progress comes along and drives its big, fat foot into your ideals.
That's the experience recently endured by the tiny Italian town of Acquetico.
Its 120 inhabitants were happy, until cars began to pour through it, courtesy of the S28 Nord road which drifts between Genoa in Italy and Nice, France.
As time went on, drivers would take liberties and pour through Acquetico at high speeds.
So the mayor decided to become Not Nice, Italy.
As the BBC reports, Mayor Alessandro Alessandri put up a speed camera.
Just, you know, as a trial. He wondered how many cars broke the speed limit.
It's surely not a stretch to imagine he also wondered whether he and his brave 119 fellow Acqueticos might make a little money out of the drivers' arrogance.
I wonder whether they can now close the town down and build another Acquetico far away from the madding roads.
You see, in a two-week period the cameras caught 58,568 speeders. That's around 4,183 tickets issued a day.
In essence, some estimate, half of all the cars that passed through were speeding.
Alessandri claims it's not about the money:
We hope that these speed gauges can be an effective deterrent to motorists and that they can benefit the citizens of Acquetico, because you do not want to make cash with the fines, but it is necessary to protect people's safety.
Human behavior, though, is difficult to change.
It's certainly a strategy -- even if, for many of these drivers, an annoying one -- to not only change that behavior, but to make some cash while doing it.
In life and in business, you'll often find those ready to trample over your pleasant existence.
It's always worth considering how you can fight back or at least make money out of them before they finally beat you down.
Even if you have to be irritating in the process.
Of course, there's one tiny issue with Acquetico's strategy. How many people will they have to hire to collect the fines?