surf the wave of change
SURF the WAYV of CHAYNJ
sɜːrf ðə weɪv əv tʃeɪndʒListen
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Dictionary meaning
to successfully navigate and benefit from a period of significant transformation, disruption, or transition in one's industry, organisation, or society by adapting proactively and positioning oneself to profit from the new conditions being created, rather than being swept away by the disruption or paralysed by resistance to the inevitable change; the surfing metaphor extends the ocean wave imagery to the particular challenge of institutional and social change, emphasising the combination of active skill and strategic positioning required to thrive during transformation rather than merely surviving it through passive endurance
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