Surfing the Hype Cycle to Infinity and Beyond

Professional surfers spend 10-20 times as much time watching waves as they do riding them. Waves aren’t consistent all the way across the coastline. They move in different patterns. You can count the patterns and see what’s going on. You might be able to predict what will happen next. You don’t surf every wave that come by. You get in the right place at the right time so you can catch the right wave just right and get the full momentum of it. What does this mean for you as someone leading the technology transformations in your business? It means you need to spend a lot of time watching waves.