I grew up surfing. Even if the closest you’ve ever come to surfing is watching The Endless Summer or Blue Crush with a bag of popcorn, you probably understand that surfing is all about being in the right place at the right time. Of course, you need to know how to swim, have a board, and know a little bit about how tides work. But the real skill is being able to look out into the horizon and see the sets or patterns of waves building, then positioning yourself to make the most of them.
Image: David Butler, The designer’s philosophy transformed Coca-Cola. His new book explores the relationship between design, startup culture, and corporate growth. Photo: Nicholas Calcott
