Written by: Darren Bocksnick ©2009

As if the multi-billion dollar “traditional” sports’ industry wasn’t exciting and captivating enough to hold our interests, some crazy individuals came up with the idea of extreme sports. It’s no longer thrilling enough to merely watch a lone skier tackling the mountain slope at break-neck speeds down a pre-determined course; now we want them to push the envelope- to ski for their lives in front of an exploding avalanche or to jump out of a helicopter and plot a death-defying course over the cliff’s edge.

Yet, to the extreme sports’ enthusiast, it’s as if the mountain is calling, beckoning and issuing the challenge: “Come conquer me!” It is for this cause alone, they rush to the challenge all for the thrill of feeling the rush of the wind and the invigorating feeling of conquering that mountain! Quite simply, they climb and conquer the mountain all for the thrill of the RIDE!

Never mind the dangers associated with surfing the swells- where shark-infested waters pose a constant threat and where the 20 foot surges of a million-gallon mountain of water can crush, drown or crash the challenger into the rocky crags just below the surface. Now, we watch the newsfeeds with anticipation as that narrow window of opportunity opens up for a brief, two week period when the Alaskan Current makes its way to a small splinter of shoreline along the California Coast and brings along with it an entourage of ocean swells that cap off at 40-50 feet in height.

Only the world’s best, most capable surfers are allowed to participate. For in the extreme conditions of battling a 50 foot swell, one slight err of judgment or miscalculation could cost the surfer his or her life. One wrong move could forever maim the surfer and deny him or her- the chance to ever challenge the power of nature again. Yet, it is for the thrill of the moment, their crowning diadem of accomplishment if you will, that drives them to do the unthinkable and RIDE!

Dare we even mention bike and motocross racing? It used to be fun going to watch a few guys race down a muddied course complete with a few hills and turns. We even jeered over their blunders; seeing them “wipe-out” and take down a few of their opponents along with them. We often cheered when they reached enough speed to jump and have “air time”.

Then, a group of risk-takers came up with insane idea that they could not only jump but they could perform aerial tricks and stunts. In the process, they somehow forgot the fact that anywhere above 10 feet high is bone-breaking and at 20 foot high is a death warrant. Yet, all for the thrill of the challenge and the rush of defying physics, these adventurers launch their bikes into the air at 40 or more feet high, do flips, hang upside down, let go of their bikes and still manage to somehow execute a flawless performance.

In the world of extreme sports: your life is on the line; you either make it or break it. You either make the cut or you don’t. Extreme sports enthusiasts live by this motto: “once committed, there is no turning back”. To approach a worthy challenge half-committed is suicide for the extreme sports enthusiast.

Daily, these fearless thrill-seekers take their lives into their hands. Yet to them, the reward is in the risk itself; to challenge something as huge and unforgiving as a mountain, a monster wave or an impossible maneuver is all the fuel these daring individuals need to rise to the occasion and RIDE!

Shifting focus- in the business realm the challenges associated with meeting sale’s objectives, making deadlines and keeping operating costs down is intimidating and relentless. Then, add in the element of an under-performing economy and the challenge begins to resemble more and more like that of an unforgiving wave or indomitable mountain.

In such turbulent waters where the tide is churning and the undercurrent of economic uncertainty is in a constant struggle of ebb and flow; pushing and pulling- the weary business owner can lose heart, resign and relinquish the challenge. Yet, to resign and give up on one’s dream is to dismiss the opportunity of conquering the unconquerable, overcoming every obstacle and experiencing the thrill of the RIDE!

Today, in such a volatile market business owners must adapt a new mindset to stay profitable and productive. This mindset must model a fearless tenacity, exude an indomitable spirit and live by a “no quitting, no turning back” code much like that of an extreme sports’ enthusiast. The business owner must envision beyond the present circumstance to embrace upcoming successes.

If an ailing business model and antiquated practices are cost-prohibitive or counter-productive, then a new plan must be implemented and new strategies put into place for today’s business owner to thrive. Traditional methods of generating sales, follow-up and retention are good and have their place but newer methods should be implemented as well. Online social and networking media sites like that of www.hubpages.com, www.linkedin.com and www.successfulthinkers.com are tools for the business owner to use for the purpose of interacting with clients, connecting with other like-minded professionals and keeping abreast of the latest industry news and business trends.

Having a powerful Internet presence and keeping a business' profile updated with activity is vital to ongoing success among today's tech savvy, time-conscious clientele base. The key is constantly putting your business "in the face" of your clients via occasional emails, newsletters, alerts and strategically appointed follow up calls or video updates. These are the kinds of practices that keep today's business person on top of their game and leading in the forefront, rather than falling further behind.

Above all, today’s business owner must re-discover the thrill of the RIDE! Every mountain, wave and obstacle in the way of a business owner’s dreams are NOT there to be climbed, nor even overcome, they are in the way of the business owner for one purpose- the thrill of the RIDE!