The Dip

Seth Godin

The Dip



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A business, a professional venture, a study course – it doesn’t matter what you do, sooner or later, the going gets tough. It could be a Dip: a situation in which it is worthwhile fighting, because you have the right resources to excel. Or it could be a Cul-de-sac, when things come to a standstill, giving no hope of improving. It is important to recognise the situation you are in and to choose whether you will stick it out, or quit, so that you have the chance to redirect your resources to a project better suited to you. The Dip, by Seth Godin, is a compact guide that effectively turns the concept of failure on its head, and helps the reader to weigh up all the pros and cons in order to work out whether they should give up, or see things through. What’s the ultimate aim? To renounce mediocrity and become the best in the world.

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Analysis and key concepts


The secret to success? Push through the Dip, quit the Cul-de-sac


Success comes from making it through the dip


Those who power through the dip become the best in the world


Quitting is the smartest choice when you’re in a Cul-de-sac


Failure: mediocrity, diversification, and quitting half-way through




Take-home message

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Many useful tips to:

  • Identify when you are in a difficult situation during a project.
  • Recognise when it is best to persevere, and when it is better to give up.
  • Understand what true failure is and how to be the “best in the world”.

Seth Godin is an American author and entrepreneur, specialising in marketing, leadership, and change. He graduated with a degree in computer science and philosophy from Tufts University, and later completed a master’s degree in business administration at the Stanford Graduate School of Business. From 1983 to 1986, he worked as a brand manager at Spinnaker Software; as an entrepreneur, he founded Seth Godin Productions and Yoyodyne in New York, through which he developed permission, direct, and viral marketing. He is one of the most renowned business bloggers in the world. All of his books are bestsellers, and have been translated into many languages.

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