A LITTLE BOOK THAT TEACHES YOU WHEN TO QUIT (AND WHEN TO STICK)
Bestselling author and business executive Seth Godin has written 18 books about marketing, leadership, and change. His books include Permission Marketing, All Marketers Are Liars, and Small is the New Big. The Founder and CEO of Squidoo.com, Seth is also a well-known lecturer and author of the influential and internationally known business blog sethgodin.com. Before his writing and blogging work, Seth was Vice President of Direct Marketing at Yahoo!
In The Dip, Seth emphasizes why successful individuals and organizations are not afraid to quit—and, more importantly, they know what and when to quit.
According to Seth, the true secret to success is quitting. He writes, “Most of the time, we deal with the obstacles by persevering. Sometimes we get discouraged and turn to inspirational writing, like stuff from Vince Lombardi: ‘Quitters never win and winners never quit.’ Bad advice. Winners quit all the time. They just quit the right stuff at the right time.”
Here’s how Seth defines the dip:
It’s the fifth job interview where they never even call you back.
It’s the middle of the marathon, when the excitement of the starting gun is a dim memory, and the joy of the finish line is a distant dream.
It’s any rough path you have to get through before achieving your big goal…if in fact you’re chasing the right goal.
Oh yeah, it’s also the key to your career, your company’s future, and maybe your ultimate happiness.
Seth describes the dip as the long, hard period between beginning something new and finally mastering it. It’s after the excitement of those first beginning days has worn off and before the fulfillment of your dream. And it’s the time during which, although it seems quite reasonable to quit, you should stick things out. Why? Because, “almost everything in life worth doing is controlled by the dip.”
Seth’s secret to dealing with the dip involves a short assignment:
Write down under what circumstances you’re willing to quit. And when. And then stick with it.
“A short read that should be on every entrepreneur’s book list.”
The Dip prescribes a cleverly counterintuitive way to approach one’s potential for success. Seth demonstrates how to identify and quit your “cul-de-sac” and “cliff” situations, in which no amount of work will lead to success. Seth provides tips for finding your dip, taking advantage of it, and becoming one of the few (inevitably valuable) players to emerge on the other side. He also provides guidelines for quitting with confidence. His truth-that “we fail when we get distracted by tasks we don’t have the guts to quit” makes excellent sense of an often-difficult career move.