There are a few different ways people approach the ocean.

Some dive right in.

Others inch in slowly, testing the temperature of the water until they feel comfortable to wade in all the way.

A few like to stand there and get pummeled by the water’s force.

And of course there are those that avoid going to the beach entirely.

The most daring and remarkable of all are the surfers.

The surfer harnesses the oceans power, gliding above the surface, zigzagging their way to the shore. Of course, sometimes they fall off their board. But the good ones understand this is just part of the process and hop right back on. They know that through practice they will navigate the inevitable ebbs and flows, the unexpected surge, the occasional fellow competitor that gets too close. Over time, they spend more time up on the board, reaching the shore faster with far more grace and power then when they started. They understand and accept a few basic tenets of trial and error that we all should.

Avoiding turbulent water is impossible.

Fighting the power of the ocean is an exercise in futility.

Waves are inevitable.

We’re going to have to learn how to surf.

And, sometimes, the hardest part is getting in the water and paddling out in the first place.

This post is adapted from the final chapter (“A Brave New World”) of my book Remarkable Retail: How to Win & Keep Customers in the Age of Disruption. We explored some of the key take-aways on a recent episode of the Remarkable Retail podcast.

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Originally published at https://www.linkedin.com.

Keynote speaker & strategic advisor on retail innovation. Top 10 retail influencer. Senior Forbes contributor. Best selling author of “Remarkable Retail.”