People Don't Buy What You Do...

This morning I woke up to a message from a friend who recently moved to Sayulita, Mexico with her family. The message read “J*** NEVER puts stickers on his boards…I asked him why he had a Saltwater Fix sticker on his twin fin and he goes, ‘because I like her courage.’” While my friend’s husband has always struck me as a super warm and sincere person (not to mention an amazing surfer), we don’t really know each other – we’ve met a few times in passing. As I mulled over my friend’s message, one of my favorite TED Talks, How Great Leaders Inspire Action, came to mind. In the Talk, author & speaker, Simon Sinek, keeps repeating “People don’t buy what you do; they buy why you do it…People don’t buy what you do; they buy why you do it.”

I’m not driven by money (or I wouldn’t be in the surf industry). I’m not driven by likes or followers (or I’d have more of both). I’m not and never will be driven by selling the “what”. Connecting deeply is what drives me. Connecting deeply is at the center of everything I do. Connecting deeply is my “Why”. Connecting deeply requires courage. And Saltwater Fix is a result of this.

Courage recognizes courage. My friend, her husband, and their two amazing girls are some of the most courageous people I know. They, too, are bypassing the “what” in pursuit of the “why." And should they ever come up with a family crest and turn it into a sticker, you better believe it’s going on every single board I own.

Wishing You Waves for Days,

K (+ the Saltwater Fix Family)

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