What does riding waves instead of fighting them mean?

Riding waves means spotting the major technological, social, and economic forces already in motion and positioning your business to move with them. I teach founders to build with powerful trends, never against them. Fighting a wave is exhausting and usually fatal. Riding one multiplies every ounce of effort. Seeing the wave early is exactly what my forecasting work exists to do: coin the trends before they have names, then hand founders the surfboard.