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#70 Be a big wave rider

#70 Be a big wave rider

Be a big wave rider

September 09, 2022

Reading time: ~1 min

Proven strategies to grow cyber security sales

Enjoy this week’s email….because who doesn’t want a bluebird every week???

Be a big wave rider, not a wave maker

I'm not a surfer, but let's talk about big wave riding, shall we?

What is true about big waves?

surfers have fun riding them
but they don't create them
they don't happen very often, even in the same location
when they occur, the best surfers travel across the world to ride them
you don't want to catch the wave too early; there is not enough momentum
you certainly don't want to get there too late; it's crowded, and when the wave crashes, many get hurt

Swap out the word "surfer" for "seller" and then see if the analogy holds for technology waves. I believe it does.

While choosing the right company to join is crucial, it is just as important to consider the market forces that are driving demand.

It's tough for a company to create a big wave. It happens very, very rarely. What happens more often (and still not that often) is the changes in a market that cause a wave to occur.

For example, no cyber security company created the BYOD wave. But some pioneers recognized that BYOD (with the rise of iOS and the fall of Blackberry) would create a new product category. Mobile Device Management.

Also, the next-generation firewall market was born because Nir Zuk recognized a significant shift in firewall traffic. Suddenly more web app traffic was going through port 80 than ever before. And firewalls shouldn't treat all web traffic equally. Palo Alto dominates this category today because it recognized the significant shift.

So when considering where you work or where you might work, consider the market forces that are creating demand. Be cautious if the founders and leaders can't explain those forces.

Work for a company that is riding a wave much bigger than itself. Don't go somewhere that is creating the wave.

Creating a big wave is very hard, and most fail at this.

Don't be a wave maker. Be a big wave rider.

Time for a dad joke break...

Time flies like an arrow. Fruit flies like a banana.

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