The essence of Film Noir can be boiled down to uncompromising coolness. This blogger rounds up a few lessons we can learn from watching Boggy and Bacal:
13 Marketing Lessons from Film Noire

Here's a snipit:

Rick: I came to Casablanca for the waters.
Renault: But we’re in the middle of the desert.
Rick: I was misinformed.
-Casablanca

Lesson 8: Know where your customers are. Don’t go searching for water in the desert.