"You can’t change the waves, but you can learn to surf."
This has been my favorite quote for more than 20 years.
Mindfulness expert Jon Kabat-Zinn uses it as a metaphor for embracing the thoughts that arise during meditation.
I believe the expression also captures the essence of the dynamic mindset required to run a business successfully in a world where technology, trends, and markets are changing faster than ever before.
Fifteen years ago, I introduced a concept I called "Brand Surfing" with the following definition:
Integrated, symphonic, sympathetic, attention-grabbing, and valuable recreation and activation of the unique brand identity in the spirit of the times.
To promote my unique approach to developing new brand strategies, I got hold of some broken surfboards, painted them yellow, borrowed a wetsuit, and became "Mr. Brand Surfing" in photos and videos.
"So, where do you surf?" became a question I had to dodge repeatedly because I didn’t actually surf. I was just in love with the analogy.
Of course, my brand-integrative soul couldn’t handle that, so I went to Cold Hawaii and Klitmøller to make my story more credible.
I quickly discovered that surfing is harder than it looks. Just figuring out which wave to go after feels like a science in itself.
After swallowing liters of saltwater and being tossed against the rocky shore until I was black and blue, my surf record stood at 3 seconds.
I can only conclude that surfing in the North Sea is at least as challenging as cultivating a dynamic mindset within a company’s leadership team.
Business leaders are naturally drawn to the familiar.
What they have experience with and expertise in feels safe and secure. We humans aren’t particularly thrilled about being pushed out of our comfort zones.
Thus, all things new and unfamiliar quickly become something to avoid in the inner workings of the company.
But it’s life-threatening if a company stands still while everything around it is in motion.
Imagine changes as huge waves rising over you. It’s essential to get up on the surfboard before you and your company are tossed to the ocean floor.
Here are my principles for creating a dynamic mindset in your company's leadership team. See if they make sense for you in your company:
1. Paint an Ugly Picture of the Future
Study the many potential changes of the future. Understand that the market and competitive landscape you see today won’t be the same in the future. Take an honest assessment of your expected competitiveness in future markets. Think about whether your value chain, organization, and culture are adequately prepared for future challenges. This should ideally boost motivation within your leadership team to take a more proactive and innovative approach to the future.
2. View Your Company as a Long-Term Investment Calculation
If you want to harness societal changes for growth, you need to create a framework that makes it possible to explore new business opportunities. This requires viewing your company as a long-term investment calculation where short-term capitalization and profit do not constantly halt new initiatives simply because there isn’t an immediate business case for the ideas.
3. Create a Bigger, More Purpose-Driven Mission
Your mission must go beyond just producing the products you make today. It should be bigger and more purpose-driven so that it naturally inspires you to explore new business opportunities.
4. Be More Curious and Exploratory
Be curious about everything—both what exists today and what comes next. Keep an eye on trends, new technologies, and changes in consumer behavior. Consider change as a friend rather than an enemy to your company’s development.
5. Cultivate a Creative and Innovative Company Culture
Build a culture where innovation is natural and part of everyday thinking. Stop all forms of micromanagement, so you don’t stifle creativity. Understand that creativity is your company’s most essential competence in the battle against the many changes in the market.
