THE NEW CHALLENGES
We are in an era in which technology and information-sharing platforms have given buyers and consumers more information about products and services than ever before. There is a new power dynamic between companies and customers in which buyers no longer need organizations to help them make a purchase decision. As the competitive landscape continues to change, business leaders will need a new process for overcoming challenges and a new mindset to find success.
BE MORE LIKE THE SURFER
Author John Wessinger believes that organizations must learn to embrace the conditions (quickly evaluate changing markets), adopt a progression-based mindset (continually build new skills), and use risk as a compass (willingly explore risk-driven strategies) to thrive in these new conditions. Business leaders must be more like surfers and approach marketing and selling the same way surfers approach riding waves: by using a set of principles to overcome new challenges and leveraging the natural momentum within changing markets to break through the status quo.
RIDE THE WAVE
This book is for business leaders, organizational teams, and anyone looking for a process to overcome a new personal or professional challenge. Ride the Wave provides the reader with a tactical roadmap of how successful organizations have used the principles to overcome disruptive market challenges, build new skills, and find success in the face of extreme professional risk. This book will help you embrace the changes we are all experiencing and create a powerful new relationship with risk by exploring it head-on instead of avoiding it.
|File size:||2 MB|
About the Author
John is the founder of the sales and marketing firm LATERALUS Solutions and is the creator of the Ride the Wave Process. LATERALUS was built from John's experiences working within the healthcare and retail industries. He has helped to build market leaders and contributed to the success of billion-dollar brands within global organizations.
Table of Contents
Section I The Call to Adventure 13
1 Introduction: A Universal Experience 15
2 Surf Story: Part I 31
3 Work Story: Part I 47
Section II New Challenges for Sales and Marketing 63
4 The New Challenges 65
5 Universal Lesson 81
6 The Three Principles of the Surfer 97
Section III Be More Like the Surfer 113
7 Principle I: Embrace the Conditions 115
8 Principle II: Adopt a Progression-Based Mindset 131
9 Principle III: Use Risk as a Compass 149
Section IV Ride the Wave 167
10 Ride the Wave Process 169
11 How to Ride the Wave 187
12 Going Pro: Gopro Case Study 205
Section V The Universal Stoke 221
13 Surf Story: Part II 223
14 Work Story: Part II 239
15 Conclusion: The Universal Stoke 255
Surf Terms 273
Most Helpful Customer Reviews
Ride the wave is a book for business professionals and entrepreneurs teaching them how to overcome the challenges they face in the current technology-dominant era. It can also be used for people that are attempting to overcome personal and professional encounters. The concept of the book is to demonstrate that surfing and business are actually very much related. It is meant to be driven by two experiences of which the author has encountered. He has two bad instances. One, when he decides to surf for the first time and second when he begins to start a business. Soon after he realizes that the two challenges are not so different, and by comparing the similarities and differences, he begins to strategize a list on addressing the problems and inevitably create a book that teaches you how to succeed in both. I found the literature to be very easy to read and to understand. The book is planned and organized in specific sections addressing each issue, and I found the entire read to be very enjoyable. I believe anyone seeking a novel way of approaching problematic business and personal obstacles will benefit from this book.
Reviewed by Christian Sia for Readers' Favorite Ride the Wave: How to Embrace Change and Create a Powerful New Relationship with Risk by John Wessinger offers readers a road map to create success in life and business in today's ever-changing, complex business landscape. With the new and rapidly growing nature of information technology, entrepreneurs, business owners, and marketers need to be constantly shifting, adapting, and streamlining their strategies to meet the demands of the markets and achieve success. In this book, readers will find answers to the question: How can one survive and thrive, creating more success in their business in today’s eclectic business landscape and cut-throat competition? The author highlights the challenges that businesses face in today’s environment, and moves on to show readers how to beat these challenges, using the analogy of a surfer, and demonstrating how to approach risk in business. John Wessinger writes with the confidence of a master in his field, exploring difficult areas of the subject with unusual clarity, and offering readers the tools they need to transform their business. I enjoyed the social commentaries and the way the author explores the idea of change and how to integrate professional risk in one’s business strategy. This book offers groundbreaking rules and principles that powerfully respond to the constraints of today’s business environment. The message is couched in language that is popular and easy-to-understand, and ordinary readers will have no problem grasping its message. Although this is a book for business professionals and entrepreneurs, it offers relevant insights and advice on navigating the complex business world, insights that can be so easily transposed into real life situations. Ride the Wave: How to Embrace Change and Create a Powerful New Relationship with Risk is an engaging, highly informative read.
Reviewed by Josh Cramer for Reader Views (2/18) In “Ride the Wave: How to Embrace Change and Create a Powerful New Relationship with Risk,” author John Wessinger pens a dual narrative using his life experience: comparing surfing to business. He shares his first surfing experience, which he felt he was prepared for, but ultimately discovers he just wasn’t, and barely survives the ordeal. He then juxtaposes this against his job as a salesman where he receives a metaphorical punch to the gut: his customer doesn’t need him anymore. He discovers that his customers are now able to research and teach themselves about his product, which forces him to look for a way to transform his business. To find a way to transform, he turns to surfing. Wessinger then uses both surfing and changing conditions within sales/marketing to talk about universal business principles. This is a creative approach—each of his chapters is laid out in an easy to read way where he first discusses his surfing story/or common surfing events, his business story, and then lays out applicable takeaways from both. His writing technique is easy to read and the business principles he shares are on point. One of my favorite sections of the book (besides his opening business story is, “Don’t you try to teach me about your product” (54)). However, it is ultimately his journey as a surfer and the lessons learned from other surfers that, in my opinion are the weakest part of the book. The sections that explore business principles and risk (and especially his story) provide great advice on pursuing risk and building a sales business. The sections that try to conflate both business and surfing just missed the mark for me. In many cases, the surfing sections feel more like filler and it seems to take a long time to get the main point. There are great nuggets, but you have to dig for them. Wessinger’s book is a book I really wanted to like more, perhaps a better understanding of surfing would have helped me to enjoy this book more. For one thing, it looks pretty. The book binding is fantastic. It is high quality and thick. The cover image is well-designed. The pages are nice and thick. This is not a cheaply-made book. I appreciate that a lot, as not many books aren’t printed using these kinds of quality materials anymore. I recommend “Ride the Wave: How to Embrace Change and Create a Powerful New Relationship with Risk,” by John Wessinger to those that have a passion for surfing and business.