The Dip：A Little Book That Teaches You When to Quit

Everynewproject(orcareerorrelationship)startsoutexcitingandfun.Thenitgetsharderandlessfun,untilithitsalowpoint-reallyhard,reallynotfun.AtthispointyoumightbeinaDip,whichwillgetbetterifyoukeeppushing,oraCul-de-Sac,whichwillnevergetbetternomatterhowhardyoutry.Thehardpartisknowingthedifferenceandactingonit.Accordingtomarketingguruandbest-sellingauthorSethGodin,whatsetssuccessfulentrepreneurs(andpopstarsandweightliftersandcarsalesmen)apartfromeveryoneelseistheirabilitytogiveuponCul-de-SacswhilestayingmotivatedinDips.Winnersquitfast,quitoftenandquitwithoutguilt-untiltheycommittobeatingtherightDipfortherightreasons.You'llneverbenumberoneatanythingwithoutpickingyourshotsverycarefully.TheDipisashort,entertainingbookthathelpsyoudojustthat.Itwillforeveralterthewayyouthinkaboutsuccess.AuthorBiography:SethGodinisthebest-sellingauthorofPurpleCow,PermissionMarketingandSmallIstheNewBig,amongotherbooks,andisoneofthemostpopularbusinessbloggersintheworld,atwww.SethGodin.com.HeholdsanMBAfromStanfordUniversity,andhasbeencalled"theUltimateEntrepreneurfortheInformationAge"byBusinessWeekmagazine.