Innovation expert Louis Patler explores why 8 out of 10 business ventures fail and offers lessons learned from elite athletes that apply to business. Before you venture out, take some advice from unlikely experts: Big Wave surfers who ride waves the size of a five-story office building using only a 9-foot piece of styrofoam. Like successful entrepreneurs, they must rely on preparation, planning, patience, and passion--and they relish a challenge. Packed with stories of innovators, entrepreneurs, and legends, Make Your Own Waves reveals 10 Surfer's Rules that will guide entrepreneurs and innovators. Discover the do's and don'ts for innovators and entrepreneurs that will lead you to success.