We are all equal before a WAVE

We are all equal before a WAVE

By Geoff De Weaver, CEO + Founder of Touchpoint Entertainment Inc. https://geoffdeweaver.com/


Laird Hamilton, the amazing American, San Francisco born, big-wave surfer, once stated, ‘We are all equal before a wave’. In fact, this is also very true in today’s ‘always on’, 24/7/365 global business environment. Taking a traditional or conservative approach to the next ‘wave’ of business is no longer an option. There’s absolutely no such thing as ‘playing it safe’ as the giant wave of Digital Disruption sweeps down on your business. If you don’t anticipate or are too slow to move you will get ‘disrupted’ and dumped! It’s as simple, and challenging as that.

In 2000, Laird Hamilton famously surfed what was then the largest and most dangerous wave the surfing world had ever seen. It was as tall as a seven-story building, and the entire global sporting world freaked out. But he successfully conquered it because he was totally committed and fearless in his approach to this challenge.

This is just one example of how Hamilton has continued to disrupt the surfing world for the past 30 years. He is constantly reinventing new ways to conquer the ocean and to be successful. If you and your business are to succeed in the years to come, you too must pursue the challenges of innovation to remain competitive in a rapidly changing and uncertain global business climate.

We are all living in a time of rapid innovation, digital disruption, business acceleration; this means no business is immune from changes in this environment. Playing it safe, like many of the Fortune 500’s seem to be doing just isn’t safe. However, you, your management team and Board of Directors may still be making some mistakes and still have some more lessons to learn…

Common mistakes in the Disruption Age

Don’t be afraid of mistakes. You have to take risks. You have to think about how to differentiate yourself. You have to take a step back and think about where you want to be in one, two, three or five years. Lay out a good vision of what will make you innovative, pioneering and successful. It’s amazing how empowering your vision can be. Every time an idea comes to you, see if it fits within your vision and mission; if it doesn’t, then cut it loose.

So often, start-ups and small businesses lose sight of their goals because they haven’t been well-articulated. It is also a lot easier to get buy in from your team if they share the same vision and goals and know where they are going. Company Directors and Leaders must excel at articulating and they must also remember … ‘if you want to go fast, go alone; if you want to go far, go together.’

Start-ups have special challenges in times of Disruption

Every start-up must maximize its cost-effectiveness without sacrificing its core vision. High infrastructural costs are one of the biggest problems that start-ups face as they grow, given smaller companies’ flexibility to adapt more readily. This is one of the reasons that IBM was forced to abandon its PC Marketing in 2002/3, their infrastructural costs were simply too high to compete with companies such as Dell, Acer Computers, et al. They also quickly found out that these companies could operate on much smaller margins.

Importantly, controlling ALL expenses is a critical part of running a business in this Disruption Age, so strive to be as cost efficient, and cost effective, as possible. In the Age of Disruption customer satisfaction takes on a whole new role.

‘Customer Experience Is the New Competitive Battlefield’

Greater global competition and growing consumer power have eroded traditional product and service-based differentiation, forcing companies to now seek new, more durable forms of competitive advantage. They must now focus on customer experience and put that at the heart of their businesses.

Today’s business and IT leaders see the customer experience as a sustainable source of competitive differentiation. They don’t try to “Delight the Customer” with Technology’s endless list of possibilities. Instead they are led by the Customer’s Needs. They have also never lost sight that convenience is another very important priority for modern consumers. For example, today’s customers and clients can all have quick access to apps to check for updates, prices, delivery times, pay for services and more. Convenience is critical for today’s time stretched and time poor consumers.

CEO’s, Company Directors and CMO’s must now broaden their horizons and understand all the implications impacting their business and marketing environment so they can be well-prepared for the next ‘big wave’ of Digital Disruption. They need to act now and assemble a core team that can help them plot and plan as they develop a roadmap for continued growth and expansion over the years to come.

If you are NOT anticipating or expecting things to change – you will be disrupted. Nothing is more certain. Anticipate all the moving parts and watch your company flourish around you and remember ….

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Live with passion…

To be continued…


### Ends

More About Geoff De Weaver:


Hailing originally from New York; Geoff De Weaver is the globally experienced entrepreneur, technology disruptor, trend hunter and keynote speaker behind Touchpoint Entertainment Inc. Geoff is an international business executive with 25+ years experience on five continents in the rapidly-changing media, digital, telecommunications, communications and entertainment industries.

As CEO + Founder of Touchpoint Entertainment Inc., the ‘next-generation’  Social Media Marketing, Big Data and Live Event Company – streams live to over 1.5 Billion  fans globally and delivers authentic brand experiences worldwide.  I help brands bridge the gap between CONTENT, COMMUNITY + COMMERCE. 

C-Level, Marketing Strategy, Digital and Communications Leader with Global Experience – including: US (New York City + San Francisco), Australia, New Zealand, Singapore, Italy, Germany, Brazil, South Korea, Columbia, Finland, Hong Kong, Mexico, Netherlands, Taiwan, the United Kingdom, China, Indonesia and Canada. Geoff has served as a non-executive director, director and advisory boards.

Geoff has a global 25-year background of representing some of the world’s most iconic worldwide brands including: Coca Cola, IBM, IMG, P&G, Microsoft, Nike, British Airways, Wells Fargo, EA Sports, MasterCard, Shutterfly.com, EA.com, E*Trade, Nestle, Air France, AT&T, VISA, Unilever, EA.com, Ferrari, American Express, P&G, Trend Micro, Acer Computers, BMW, Shutterfly.com, Mars, Pfizer, TiVo, EarthLink Internet, American Express, Telstra, Weight Watchers and others.

  • Geoff has served as a non-executive director, director and advisory boards
  • Top 0.5% Worldwide on Twitter Globally
  • Top 1% Influencer on LinkedIn and 32+ million network on LinkedIn worldwide
  • Top 1% Most Viewed Profiles on LinkedIn (400+ million members)
  • Geoff is a Digital Pioneer, Data-Driven, Entrepreneur, Business Coach + Innovator.
  • Transformative, Innovation & Digital Disruption – CONTENT, COMMUNITY + COMMERCE

Feel free to get in touch with Geoff for further information:

You might enjoy these recent posts too:

AND…. ‘Principles of Leadership in the Digital Age (Part 2)’: https://geoffdeweaver.com/principles-of-leadership-in-the-digital-age-part-2/  AND…

‘Does Disruption Resonate with your Board? https://geoffdeweaver.com/does-disruption-resonate-with-your-board/ 



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