If you aren’t surfing the wave of change, you’re just watching from the shore

Those of us who operate at the (exciting and sometimes scary) innovation point on The Adoption Cycle are perpetually surfing - keeping an eye out for the latest, trying things out and committed to stay ahead of the wave.

2025 feels as if that wave - the pace of change - is getting bigger and faster - whether it's digital workflow or AI-driven business systems.

Things are moving fast and you need to be the very best surfer you can be.

Surfing:

• Getting up early to catch the best;

• Braving the elements;

• Demonstrating patience in waiting for the right wave (not going too early);

• Having the courage to get up on the board;

• Keeping your balance when the fun starts;

• Technique;

• Overcoming the fear of falling;

• Knowing when to get off.

If you aren't surfing, you are either treading water or just watching from the shore.

5% surf;

15% are in the water;

80% watch from the shore.

Are you a surfer?