Business, Like Rafting, Is All About Reading the Water

I grew up in a raft.

Okay, maybe not literally, but some of my best memories are of early mornings loading coolers and gear into inflatable boats, life jackets still damp from the day before, and my parents—Jim and Lynda—double-checking straps and scouting rapids alongside a crew of family friends. We floated some of the most beautiful rivers in the Pacific Northwest, learning how to read the water, trust each other, and paddle like hell when it mattered.

That rhythm—the ebb and flow between calm stretches and white-knuckle rapids—feels a lot like running a business.

Outside of Firth Consulting, I manage a high-volume bottle shop and taproom with nearly 60 employees, dozens of vendors, a packed events calendar, and the daily dance of customers, coworkers, and kegs. Some days feel like a lazy river. Everything clicks. The team is in sync. The systems work. Other days? It’s class IV rapids and we’re bailing water while shouting directions over the roar.

Here’s the thing: both are normal.

Business, like rafting, isn’t about avoiding the rapids—it’s about being ready for them. It’s about building strong systems (aka paddling in sync), knowing when to pull off and regroup, and having the humility to admit when you're off-course.

Some days at work feel like a peaceful float—steady current, good rhythm, easy adjustments. Other days, it's full-on whitewater: surprises, tough calls, and the need to act fast without flipping the boat.

Rafting taught me that both conditions are part of the ride. You can’t always see what’s around the next bend, but you can learn to respond with a clear head. You figure out how to trust your crew, adapt in real time, and keep your footing—whether you're drifting or digging in with everything you've got.

Running a business is really no different. It’s not about avoiding chaos. It’s about learning how to move through it with a sense of direction—and maybe even a little grace.