Make Your Own Waves by Louis Patler

Author:Louis Patler
Language: eng
Format: epub
Publisher: AMACOM
Published: 2016-03-02T16:00:00+00:00

IF IN DOUBT, DON’T GO OUT

Every town or village near the ocean faces challenges when it comes to protecting people from their own stupidity. Every search and rescue volunteer, every EMT, and every lifeguard working near the sea tries to warn and educate the public about local conditions by posting notices and offering warnings galore. For example, on one Maui beach there is specific instruction saying: “Respect the Ocean: Always respect the power of the ocean. Do not go out in conditions beyond your abilities. No matter how good you are, there will always be conditions beyond your abilities. Never turn your back on the ocean. Keep an eye on the incoming waves. Beware of rogue waves and freak waves. There are commonly extra-large waves in a set or just occasionally, we call these ‘clean up sets’ or rogue waves. Check the ocean conditions with the lifeguards and surf forecasters. Seek advice from more experienced surfers.”

The last words offer the best and most succinct advice: “If in doubt, don’t go out!”3

Far too many who come to the beach and head into the ocean have a limited purview of the many things about the ocean to watch out for. They forget that the ocean is about much more than what you see on the surface of the water. It’s important to have an understanding of what is under, on, and above the ocean as well: from rip currents to coral reefs to sharks to jelly fish, not to mention the quality of the water itself.

There is a three dimensionality to the axiom “Never turn your back on the ocean.” The power of the ocean is not restricted to what you see with your eyes. There is so much to know about what is under, on, and above the sea. Again, the analogy to business rings true. If the customer is like the ocean, knowing the customers values, tastes, and trends will determine the success—or failure—of your endeavor. If you lose in-depth touch with the customer, you can very quickly get into deep trouble.

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