John Wessinger is a business strategist, founder of Lateralus Solutions, a marketing and sales strategy firm and author of Ride the Wave: How to Embrace Change and Create a Powerful New Relationship with Risk. He has previously worked for global organizations in the retail and healthcare industries supporting the marketing & sales of billion-dollar brands.
We are now in an era in which technology and information-sharing platforms have given buyers and consumers more information about products and services than ever before. There’s a new power dynamic between companies and customers in which buyers no longer need organizations to help them make a purchase decision. The business leaders and organizations that embrace this change by adopting a new mindset and willingness to take on risk, will survive and thrive in these new conditions. Organizations will become leaders in their respective markets instead of followers. Ride the Wave provides a new set of principles to overcome these new challenges and outlines a new process for success: Be More Like the Surfer and Ride the Wave!
Ride the Wave won the Bronze Medal in the Sales Category for the 2018 Axiom Business Book Awards and is the winner of the Sales & Marketing Category for the Book Excellence Awards. It has also received a 5-Star Review from Reader’s Favorite. www.lateralussolutions.com/book