Like the ocean, the marketplace is constantly changing. Today's cresting wave of opportunity can become tomorrow's crashing risk in the blink of an eye. And with the chance of failure so high, innovators and entrepreneurs need new and unconventional ways of thinking. So before you venture out, take a few lessons from an elite group of athletes who thrive on unpredictable challenges: Big Wave surfers.

Just as successful entrepreneurs do, they analyze the surf and strategize an approach. They go where no one has gone before. They risk everything to ride each mountainous wave--then do it again. It's no surprise that surfers such as Laird Hamilton, Jeff Clark, and Kelly Slater have introduced innovations in water sports, safety equipment, and clothing. Many others have launched thriving businesses such as GoPro, O'Neill, Reef, RVCA, and Quiksilver. They're even helping run behemoths like IBM, Coca-Cola, Tesla, and Apple. The reason: the rules and strategies of Big Wave surfing also apply to innovators and entrepreneurs.

Image result for Louis PatlerABOUT THE AUTHOR:

LOUIS PATLER is a lifelong surfing enthusiast and President of The B.I.T. Group, a strategic consulting and training company whose diverse clients have included Marriott, Safeway, Wells Fargo, BAE Systems, and GAP. A New York Times bestselling author, two of his previous books were included on Steve Jobs' recommended reading list. He lives in the San Francisco Bay Area.


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