THRIVING IN TODAYS HIGHLY COMPETITIVE BUSINESS ENVIronment requires departing from conventional thinking. Doing the same thing in the same way and expecting better results is a fool’s journey. For many years, the world of business has been represented metaphorically as behaving like a machine—but new times call for new thinking. Waves, sets, and cycles offer a better biological model for today’s entrepreneurs and innovators.

In these pages I have taken the analogy linking business and waves literally. Understanding how elite Big Wave surfers plan and prepare for “waves” gives new insights into an entrepreneur or innovator’s “opportunity.” The subject matter experts for Make Your Own Waves are Big Wave surfers who ...

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