Book Review | Ride the Wave by John Wessinger *8/10 Stars*

3:26 AM

Ride the Wave: How to Embrace Change and Create a Powerful New Relationship with Risk

by John Wessinger

Publication Date: June 6, 2017
Published by: Wise Ink Creative Publishing
Page count: 280
Source: I received a Hardcover copy from the author in exchange for an honest review (Thanks!)

My Rating: 8/10 Stars



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.

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.

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.

The verdict

I rarely read non-fiction and am super picky when it comes to books from this 'genre'. Ride the Wave has been one such pick this year. Though I believe 2018 is going to be an year with more non-fiction titles checked off the TBR list than fiction. Fingers crossed!

An engaging and fast paced read, Ride the Wave shows entrepreneurs ways to overcome challenges and hurdles in this always-online, technology-dominant time, inspiring readers to think out of the box. With comparisons between surfing and starting your own business, the author strategises on how to succeed in either, offering a fresh, non-cliched perspective on the much cliched pointers like embracing change, resilience, persistence, having a vision and always learning. 

I especially loved how the author weaves his real life examples and stories from surfing experience into the book, marrying them to world of entrepreneurship. 

Always-Keep-Learning has been my personal number one motto since as far back as I can remember. Resilience was added in, at the beginning of this year, and it's not going anywhere. I would definitely recommend giving this book a read, if you've ever dreamed of starting something of your own. 

Buy the book

About the author

John Wessinger is the author of RIDE THE WAVE: How To Embrace Change And Create A Powerful New Relationship With Risk. John is also the founder of the sales and marketing firm LATERALUS Solutions and is the creator of the Ride the Wave Process.
LATERALUS was founded by John in July of 2014 and built from his experience 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.
As a marketing and sales strategist, John can solve complex business challenges and relieve pain points within organizations. He works with business leadership and collaborates with sales and marketing teams to design initiatives that challenge the status quo and the way that companies do business.

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