RIDE THE WAVE: How to Embrace Change and Create a Powerful New Relationship with Risk

IR VERDICT:

Though there aren’t many new ideas under the sun, either business- or plot-wise, sales and marketing consultant, author John Wessinger does a good job of informing leaders about the three steps that will best attract today’s information-savvy customers.  He uses the analogy of surfing and his mastery of the sport as the foundation, then applies his work experience as well.  The explanations are a bit too lengthy yet not as detailed as some might want; on the other hand, those new to the notion of customer experience will appreciate the introduction – and the process.

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