Riding the Business Waves Wisdom from the board--but not the one you'd expect.

"I will catch a wave every day, even in my mind."
"I will ride and not paddle in to shore."

These and 10 other simple rules for surfers make up Shaun Tomson's Surfer's Code. The code has gotten the former world-champion surfer over personal humps, including the bust of his first business, a clothing company in his native South Africa.

Tomson and his wife, Carla, have a 9-year-old high-end casualwear firm, Solitude, that's sold exclusively at J.C. Penney. Thomson expands on the code and applies it to business--and life--in his book Surfer's Code: 12 Simple Lessons for Riding Through Life, which was already in its fourth printing at press time.