Patler - Make Your Own Waves: The Surfers Rules for Innovators and Entrepreneurs

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praise for MAKE YOUR OWN WAVES

Patler takes us to the racing heart of the Big Wave surfing world... paddles by our side, pointing out profound lessons for entrepreneurs...

Sheila Heen, CEO, Triad Consulting, co-author of Thanks for the Feedback, faculty, Harvard Law School

The book makes me want to jump out of my business suite... grab a board,... and hit the waves!

Les McCabe, president & CEO, Global Green USA

... exceptional book about surfing and business... a compelling read and a must for aspiring business professionals.

Anthony Vidergauz, CEO/founder, California Closets

I learned a lot about entrepreneurs. I learned a lot about innovation. Most importantly, I learned what it takes to be really good at both.

Allan Calarco, faculty member, Center for Creative Leadership

Quite simply, the book inspired me!

Jim Patrick, senior vice president, Wealth Management, Merrill Lynch

Make Your Own Waves has now been added to our Day One onboarding as required reading to provide a roadmap for what it will take to be successful in our company.... A fantastic read.

Bill Akins, senior vice president, Business Innovation, Rockfish

Packed with sage start-up advice from a guy who has seen it all...

Bernie Nagle, executive director, Precision Machined Parts Association

Real, tangible, outcomes-based. Its the type of book that you want to keep pencil and paper near to take down notes.

Fasie Malherbe, CEO, Lobster Ink

Louis pulls together a masterful guide to innovation through the rigor of an accomplished researcher, the wisdom of a seasoned practitioner, and the art of a great storyteller.

Jeff Amerine, founding principal, Startup Junkie Consulting

Undoubtedly Louiss work inspires and skills people to be wave riders whether the waves are in the ocean or in a changing world.

Peter Pattenden, managing director, Talent Mondial

... A thought provoking, research-rich business book based on his deceptively simple Surfers Rules...

Holly Stiel, president, Thank You Very Much Inc.

Make Your Own Waves takes you on an insightful and compelling journey, drawing parallels between the tenacious preparation of Big Wave surfers and the relentless perseverance of innovators and entrepreneurs.

Dot van Hoorn, head of people, Lobster Ink

Brilliantly insightful and compelling...

John Suttle, CEO, Suttle & Associates

Louis Patler has written a great guide for the mindset and skillset that is required for entrepreneurs in these competitive yet opportune times.

Michael Bennett, CIO (ret.), BAE Systems

A unique guide to success in hazardous conditions through planning and preparation. Big wave experience is not required to appreciate this book!

Paul Tomita, Staniford Tomita LLP, mentor for the Telluride Venture Accelerator and the University of San Francisco Entrepreneurial Ventures Legal Services Project

Make Your Own Waves offers powerful, inspiring and wise ideas... An easy yet rich read. I can take this book to the beach as well as the boardroom.

Marilou McFarlane, CEO, Edufii, Inc., and mentor, SXSW Interactive

For those considering starting a business this book is a fun and informative read. And maybe you will take up surfing too.

Marion McGovern, founder, M Squared Consulting

An easy-to-digest guide to entrepreneurship and taking risks.

Kristin Luna, journalist

The Surfers Rules... offers a clear path to success... exactly what every entrepreneur and innovator needs.

Parker Lee, co-author of The Art of Opportunity

LOUIS PATLER

The Surfers Rules for Innovators and Entrepreneurs

To the waters, people and culture of
Hanalei, Kauai
For all you have given to me, my wife, my children
and now, my grandchildren.

&
In memory of and inspired by:
Mike Moser
Jay Moriarity
Brock Little

by Shaun Tomson

SURFING, LIKE ENTREPRENEURSHIP, TAKES COURAGE. I know this from spending two decades exploring the link between the principles of surfing and business. Ive written about it in my books The Surfers Code and The Code. I depicted it in a film, Bustin Down the Door, and Ive lectured about it at schools, universities and Fortune 500 companies. But I learned about courage at Pipeline.

Phil Edwards, a surfing legend, rode the Banzai Pipeline for the first time in the mid 1960s. Surfers had watched it for decades knowing the wave would punish any mistake with a vicious wipeout or worse. Over the ensuing 50 years Pipeline has become the benchmark of success, skill and couragesucceed at Pipeline and a surfer carries that aura of confidence all over the world. I was obsessed with Pipeline and as a 10-year-old, I had a picture of it above my bed knowing that was where I would be challenged to my core.

Particularly dangerous waves at a handful of breaks around the world kill surfers each year. Mavericks has killed and Teahupoo too. However the Banzai Pipeline is a serial killerit breaks 50 yards from the shore over a coral reef with dangerous riptides.

As a young boy, when surfing Pipeline the first few times, I would feel the fear rising as I got closer to that moment when one paddles over the edge, propelled forward by the waves energy and the force of gravity. One has to make a quick decision and the worst moments come when you get stuck in the valley of indecision and the wave makes the decision, and metes out punishment for that failure to choose. Pipeline is all about totally committed decisions and I learned early that riding the wave successfully was an apt metaphor for any risky endeavor in life or businesstake the drop with absolute commitment.

One day, soon after I had just won the World Surfing Championships, the youngest surfer ever to do so, I was riding a surfboard nicknamed the Pink Banana, a revolutionary and innovative piece of equipment with extreme curve (hence the name) that had enabled me to change my technique from one of stylish survival to powerful and radical maneuvering. I was young, strong and felt invincible.

I paddled out towards the second reef and the wave I wanted, swung around, and paddled hard with swift hand-over-hand strokes to match the waves speed. The wave stood up vertically as it crested, enabling me to paddle over the edge of water, like descending a waterfall, using gravity to speed down the face. I jammed my turn at the ideal moment, thinking my mind and body were perfectly coordinated, while the wave started to throw out ahead of me.