Seth Godin’s new book The Dip is short. Very short. In fact it’s only 76 pages.
But The Dip’s length is not a bad thing. It’s purpose isn’t to cover all the ins and out of a topic. It’s purpose is to get the reader to think about one simple question: Should I quit what I’m doing or stick with it? It’s a simple question that can dramatically affect your business, department, or life.
Should you read The Dip? Yes, without a doubt and it will only take an hour to read. But I don’t recommend it because it’s short. I recommend it because it will cause you to do some deep level thinking about how you roll out your next product or service.
Here are my key takeaways from the The Dip:
The fact that something is difficult to accomplish or unpredictable works to your advantage. If it were any other way, there’d be no profit from it. “The next time you’re tempted to vilify a particularly obnoxious customer or agency or search engine, realize that this failed interaction is the best thing that’s happened to you all day long. Without it, you’d be easily replaceable. The Dip is your very best friend.”
“A woodpecker can tap twenty times on a thousand trees and get nowhere, but stay busy. Or he can tap twenty-thousand times on one tree and get dinner. Before you enter a new market, consider what would happen if you managed to get through the Dip and win in the market you’re already in.”
“If you want to be a superstar, then you need to find a field with a steep Dip… And you’ve got to get through that Dip to the other side. This isn’t for everyone. If it were, there’d be no superstars.”
“The problem is that only a tiny portion of the audience is looking for the brand-new thing. Most people are waiting for the tested, the authenticated, and the proven. Microsoft failed twice with Windows, four times with Word… The entire company is based on the idea of slogging through the Dip, relentlessly changing tactics but never quiting the big idea.”
“So, there’s tool number one. If quitting is going to be a strategic decision that enables you to make smart choices in the marketplace, then you should outline your quitting strategy before the discomfort sets in.”