Surge: Time the Marketplace, Ride the Wave of Consumer Demand, and Become Your Industry's Big Kahuna

by Mike Michalowicz

To achieve the ultimate in entrepreneurial breakthrough success requires an uncanny ability to spot the next big wave of consumer demand - but how do you do that? For most small business owners, the true cash cows seem to be reserved for lucky people who were in the right place at the right time.

In his newest book, Surge , prolific small business author Mike Michalowicz shares the 5-step process for identifying trends in your marketplace. After reading his from-the-trenches stories and no-nonsense approach you ll realize you don t need to wait for a lucky break. You can make it yourself.

Genres: Business, Entrepreneurship

175 pages, Hardcover

Published June 20, 2016

Reviews

[Sabrina Starling]

Mike has done it again! For the entrepreneurial business owner who wants to grow a highly profitable business, Surge is another must-read. Mike demystifies market timing to position your business to experience a surge in marketplace demand. Of course, if you are content to tread water and "Bob" around, being tossed about in the waves, this book is not for you. In Surge, Mike shares the strategies he uses himself to grow his businesses. Read it and learn from him. Be sure to follow his advice about which customer feedback you listen to. We are all vulnerable to listening to the loudest complainers, but if they are not our top clients, their feedback will be misleading.

[Ed Barton]

Darn Close to 5 Stars

Surge gives the reader insights on identifying and then riding the next business wave. Following UGGs in particular, but filled with other examples as well. The approach is fairly general, and while there are action steps at the end of every chapter, they are very top level. The book will help frame a goos SWOT analysis and set some direction for your business. A good read.

[Olivia Prince]

Lots of good information in this book! I feel that it offers good growth advice and solid analogies to make the concepts easy to follow. I took away a lot of nuggets and some ideas. 4 stars just because it didn't hold my attention quite as much as the authors other books, but still a recommended read.

[Andrew Boimila]

Some people think this is one of, if not the, worst books Mike has ever written.

I think they are wrong!

The difference is that this requires a little bit of sight. His other books can be implemented in entirety right away. This one takes time.

If you’re willing to put in the work, this is a great framework to help you launch and dominate with your next service/product.

[Cassandra Clere]

Surge: Time the Marketplace, Ride the Wave of Consumer Demand, and Become Your Industry’s Big Kahuna is an energizing and highly practical guide for entrepreneurs who want to stop chasing opportunities and start anticipating them. Mike Michalowicz, known for his clear, no-nonsense business advice, once again delivers a framework that is both accessible and immediately actionable.

At the heart of Surge is a five-step process designed to help business owners spot emerging trends before they peak. Michalowicz dismantles the myth that breakthrough success is reserved for the “lucky few” and replaces it with a repeatable method grounded in observation, customer behavior, and strategic timing. His from-the-trenches stories make the concepts relatable, while his straightforward tone keeps the book engaging and easy to digest.

What truly sets this book apart is its focus on demand-driven growth. Rather than encouraging entrepreneurs to push products into the market, Michalowicz emphasizes aligning offerings with what customers are already beginning to want. This shift in mindset is both empowering and refreshing, especially for small business owners who feel overwhelmed by constant competition and noise.

The book is packed with practical insights that can be applied across industries, making it valuable for startups, established businesses, and solo entrepreneurs alike. Surge doesn’t rely on hype or complicated theory; instead, it provides clarity, confidence, and a proven roadmap for riding the right wave at the right time.

For anyone serious about sustainable growth and market relevance, Surge is an insightful and motivating read that proves timing isn’t luck, it’s a skill you can learn.

[Marcey Rader]

This was not my favorite Michalowicz book. The surfing analogy theme throughout the book became tiresome, and I found myself just wanting the goods. I didn't need it for every single thing he was preaching. He used the example of Ugg boots and how they rode the wave of consumer demand. This I could relate to more than surfing. Michalowicz is great at story-telling, and more stories like that would have been helpful throughout the book. My takeaway is not to create something new but to find the wave that's just starting and ride it out to build your business.

[Richard Tubb]

In this book, author Mike Michalowicz offers practical ideas on how to find your businesses niche and then dominate it.

The title of the book is based on the idea of a surfing a wave in the ocean, and the surfing analogy is used throughout the book.

Michalowicz’s writing is conversational, witty and features a lot of example stories to demonstrate his points.

I’m a fan of the authors writing, and I demolished this book in a few days. It gave me a lot of ideas and it is well worth reading.

[Susie]

I found Surge less engaging that another of Mike’s books, Profit First (which I loved and immediately implemented into my business). This may be because I found it less applicable to my own situation, and I found the surfing analogies a bit tiresome after a while. However, Mike has great insights into what it takes to run a successful business and his writing style is easy and enjoyable to read.

[Hannah]

Over the past four years I've slowly been making my way through all Mike's books and this was my last one to get to. I think this was a little harder to get to grips with in the first half or so but everything is Gold as usual!

[Skata]

gdfg

[Dave Epp]

Good book. I recommend any starting or established business owner read this book. Mike is a talented author and this is just another good read he’s produced.

[Bálint]

I like Mike's goofy style but I swear, if I ever read "passion" and "destiny" in a business book, I'm just gonna throw it away.

[Julia]

This was my least favoite of Mike's books. Couldn't quite connect to it. Still have it on my shelf, may read it again some day.

[Andi]

I loved the examples in this book about businesses catching big waves. This is another great book by Mike Michalowicz. I've enjoyed all he writes.

I came away from this book with a lot of great ideas, understanding better how location and timing and customer demand will affect my decisions going forward.

I recommend it for new and seasoned business owners looking for their next wave in business.

[Melissa Wilson]

Great stories. A wonderful, smooth read and you really do learn a lot. Mike is a unique entrepreneur.

[Ben Azadi]

Another great one from Mike Michalowicz. Audio version is hilarious.

[Marlene]

This is great, but it'd be far more valuable to me as a workbook. Buy this in hardcover rather than Kindle.

[Jennifer Gardella]

This book is a "get your stuff together" and then pumps you up to succeed. My big take away - opportunities are everywhere - you have to lay a good foundation to support you when you find them - and you always have to be looking.