John Wessinger

Book Explaining How to Overcome Disruptive Market Challenges Wins Coveted Axiom Business Book Award

Written for business leaders, organizational teams, and anyone seeking a process to help them overcome personal or professional challenges, Ride the Wave creates a powerful new relationship with risk

Within today’s ever-changing and disruptive business conditions, the surf is always up.

In an era in which technology and information-sharing platforms have given buyers and consumers more information about products and services than ever before, a new power dynamic between companies and customers has arisen. In essence, buyers no longer need organizations to help them make purchasing decisions. How can and should effective individuals and organizations respond?

In Ride the Wave: How to Embrace Change and Create a Powerful New Relationship with Risk, author and consultant John Wessinger contends that it’s necessary today for business leaders to model themselves after the archetypal surfer: they must learn to embrace the conditions (quickly evaluate changing markets), adopt a progression-based mindset (continually build new skills), and use risk as a compass (willingly explore risk-driven strategies) to thrive in today’s new conditions.

Wessinger knows firsthand how essential this transformation is. When he first began experiencing professional challenges born out of changing markets, he reevaluated where he was in his professional career and identified the kinds of sales and marketing skills he would need going forward.

After sharing his process for embracing change and risk with other organizations and business leaders who were experiencing similar challenges, he used what he learned to create the tactical roadmap he outlines in Ride the Wave.

Wessinger explains, “The process I detail in Ride the Wave shows organizations and individuals how to overcome disruptive market challenges, build new skills, and find success in the face of extreme professional risk by leveraging the natural momentum within changing markets to break through the status quo.”

Ride the Wave is the recipient of both the 2018 Bronze Medal for the Sales Category of the Axiom Business Book Awards and winner of the Sales & Marketing Category for the Book Excellence Awards; it also received a 5-Star Review from Reader’s Favorite.

“This is the type of book that anyone passionate about sales and marketing should read. It’s personal, it’s actionable, and it’s well-written.” ~ Adam Dince, author of Hopeful to Hired

Ride the Wave: How to Embrace Change and Create a Powerful New Relationship with Risk by John Wessinger; Wise Ink Creative Publishing; Nonfiction; Business & Economics; Hard Cover: 978-1-63489-064-9  ($25.00); eBook: Kindle ($9.99) iTunes ($12.99) Nook ($12.99)


Authors: John Wessinger helps organizations and business leaders embrace changing markets and explore strategic risk through workshops, executive and team retreats, keynote speaking, and published writing. He believes that in order to find success in changing and disruptive business conditions, leaders need to embrace change, adopt a mindset driven by skill progression, and use risk as a compass to reach new levels of success. John is the founder of PLAN | MARKET | SELL and has previously worked for global organizations in the retail and healthcare industries supporting the marketing and sales of billion-dollar brands.