It was on such a mighty boom, it seemed everything with a surf logo on it would turn to gold.
As an example, I remember talking to a menswear retailer in the most remote "you've never heard of it" hick country town with a population of like...zero calling me on a day he'd received a dozen $200 Quiksilver jackets saying he'd sold all of them out of the box before he'd even had a chance to hang them on a rack
It was the halcyon years in the surf biz and it went on for many years...but inevitably it came to an end.
The market got mature and instead of the pie growing it started shrinking.
Those that read the play evolved and continued to thrive throughout those years of change.
What was interesting though was the business's that kept on like they were still in the boom years - blind to what was happening with the change and viciously defending their old, out moded business practices.
Stagnant, too afraid to learn or do anything different.
Then sadly, through lack of evolution, many of these business's simply died out. Like a forgotten pile of wind blown dinosaur bones crumbling in the sand dunes.
Today, I see different business's and markets showing the exact same patterns
And I wonder if Darwin also had business in mind when he came up with his theory.
Business owners and sales people hopelessly attached to the memory of when things were going well
letting it blind them to the reality that if things aren't working or giving you the results you want - you have to do something different
As Jack Welsh so elegantly put it a few years ago...
"when the rate of change outside the organisation exceeds the rate of change within the organisation the end is in sight"
What's worse is the energy it takes to vigorously defend poor performance could easily be channeled to learning or more importantly DOING something new.
If you look to companies like Coke and Apple who stay forever relevant to their market, you'll see this common denominator.
And as business people and sales people alike we need to be mindful of this not just to evolve but ultimately to survive.
Take care of yourself and the ones you love