The Dip
The Dip by Seth Godin
Marketing guru Seth Godin is known for turning concepts on their heads. The Dip, his latest book, takes on the old adage that “winners never quit, and quitters never win.” Godin makes a compelling case that winners do quit, and quitters do win.
According to Godin, every new project starts out exciting and fun. Then it gets harder and less fun, until it hits a low point — really hard, and not much fun at all – he calls “the dip.” Godin provides insights for determining whether the dip is a temporary setback, a dead end with no possibility of escape, or a cul-de-sac that will never get better, no matter how hard you try.
Godin’s research reveals that superstars set themselves apart from others by their ability to escape dead ends quickly, while staying focused and motivated when it really counts.
Godin argues convincingly that winners quit fast, quit often, and quit without guilt until they take on the right dip for the right reasons. Winners realize that the bigger the barrier, the bigger the reward for getting past it.
Losers, on the other hand, fall into two basic traps. Either they fail to stick out the Dip—they get to the moment of truth and then give up—or they never even find the right Dip to conquer.
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