What Surfing Taught me About Business & Brand Positioning

Surfing and business have more in common than you might think.

I bought a new surfboard this weekend and it reminded me of something I often see when working on brands and business strategy: success is rarely about doing everything perfectly — it's about positioning, patience and knowing when to move.

Here are five lessons surfing has taught me about business.

1. If you’re flustered, you’ll f***k it.

If you’re stressed, anxious & overthinking out in the water, your surfing is going to suck. It’s the same when you’re working. Stop. Take a breath, re-centre and avoid those silly mistakes.

2. There’s always going to be another wave

The water may look calm. The clients may be few & far between. But there’s always a new opportunity on the horizon. It’s up to you whether you ride it or miss it.

3. You have to be well positioned, both in business and in branding

People are going to want your wave. Whoever is best positioned gets it. It’s about knowing exactly where to be and when to go for it.

4. You’ll never be the best surfer out there

You may be great at airs, but someone will be better at turns. You could have the best style but someone will ride bigger waves. Like in business, you’ll never be the best at everything. You’ve just got to be incredible at your thing.

5. The best surfers don’t chase every wave. They wait for the right one.

Saying yes to every client can drain your energy just like paddling for every wave can. Look at your values and make sure they’re aligned with who you really want to be working for.

What this means for your brand

One of the biggest things I see with businesses struggling online is positioning. Just like surfing, success isn't about chasing every opportunity. It's about understanding where you belong in the market and showing up clearly and consistently.