Seth Godin does it again: The Dip

Few in the marketing world are revered like Seth Godin, author of books like Small is the New Big and Meatball Sundae which routinely rack up 4 or more out of 5 stars on Amazon.com.

In 2007's The Dip, Godin challenges the notion of "winners never quit" by saying it is untrue, they are just more selective about what they do quit, making sure it is things that are detracting from their success. He advocates pursuing your one main goal versus being distracted by side projects. "The dip" is that point of giving up, when you realize how much energy must be invested to master your craft, your skill, your niche. Godin says most people don't push past this point-due to lack of funds, time, people. It's what makes the difference between success and failure...pushing past the dip.

To avoid this point in your journey, Godin insists you have to be clear on your goals from the start and have a way to measure success and progress, no matter how small. Defining that end goal requires examining the payoff of many options. What's your payoff? More time, more money, more fame. Define which goals will provide which payoffs and continue to measure your progress, says Godin in this slim book of less than 100 pages.
Amazon readers say things like: "this was exactly what I needed to hear", "this is one of the best quick to read business books ever!", "definitely worth it if you have fallen from the path...". Many readers suggest reading it through, putting it away and reading it again. The message is simple but doesn't always stick easily. 111Amazon readers give The Dip 4 out of 5 stars.