What we can learn from Big Wave surfing in Business Software

There’s one place in the world for which I am prepared to drop everything, to be there on the right day: Nazare, Portugal.

It’s THE big wave surfing spot in the world. There’s nothing like it. And it’s precisely that setting that we can learn a lot from in business software.

Here’s why.

Its secret is in its ‘underling design’ of two canyons joining in one spot, bringing together enormous amounts of water. And that leads to magical moments….

From the cliff, you can see big waves coming in sets; a new set is arriving, the athletes in the water are scanning the horizon, you see them paddling to the left; something is about to happen.

There’s nervousness in the line-up, and suddenly one surfer starts paddling rapidly.

A huge wave is rapidly building up behind him, 8 meters, 9 meters, 10 meters, 12 meters, and right before it’s about to break, right in that spot, the surfer stands up and commits.

The drop is frightening, almost vertical going down, the lip of the wave is crawling over the surfer, he’s now inside the 12-meter monster, it seems to last forever, and then he’s ‘spit out’ and scores a 10-point ride.

It’s precisely that moment where the monster wave meets the surfer, delivering the perfect ride.

That’s the moment everyone wants to experience – again and again.

That’s what makes them surrender everything they are doing

That’s what makes them travel crazy numbers of hours, from the most distant places around the world.

It’s something they value being a part of.

It’s a desire they are prepared to pay a premium for.

So this is the lesson we can all learn in business software.

It’s precisely in those memorable experiences where dull business software becomes remarkable.

It’s in architecting those magical concepts and moments where your software creates its defensible differentiation.

Question: what magical moments are your customers looking forward to experiencing in using your software today?

About the author

Sales Pitch

Ton Dobbe is a former B2B software product marketer who's on a mission to save mission-driven SaaS CEOs from the stress of 'not enough' traction. He's the author of The Remarkable Effect, the host of the Tech-Entrepreneur on a Mission podcast, and writes a daily newsletter on the secrets to mastering predictable traction.