The Dip: A Little Book That Teaches You When to Quit (and When to Stick)

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Penguin, May 10, 2007 - Business & Economics - 96 pages
5 Reviews


A New York Times, USA Today, and Wall Street Journal bestseller

In this iconic bestseller, popular business blogger and bestselling author Seth Godin proves that winners are really just the best quitters. Godin shows that winners quit fast, quit often, and quit without guilt—until they commit to beating the right Dip.

Every new project (or job, or hobby, or company) starts out fun…then gets really hard, and not much fun at all. You might be in a Dip—a temporary setback that will get better if you keep pushing. But maybe it’s really a Cul-de-Sac—a total dead end. What really sets superstars apart is the ability to tell the two apart.

Winners seek out the Dip. They realize that the bigger the barrier, the bigger the reward for getting past it. If you can beat the Dip to be the best, you’ll earn profits, glory, and long-term security.
Whether you’re an intern or a CEO, this fun little book will help you figure out if you’re in a Dip that’s worthy of your time, effort, and talents. The old saying is wrong—winners do quit, and quitters do win.

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The dip: a little book that teaches you when to quit (and when to stick)

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Yet another easily digestible social marketplace commentary from the blogger/author who penned Purple Cow and Small is the New Big, Godin prescribes a cleverly counter-intuitive way to approach one's ... Read full review

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This very short book offers excellent insight on to how to decide whether or not something is worth pursuing, whether something is worth the effort, and our general attitudes towards the act of "quitting".
I love how Godin systematically attack's Vince Lombardi's "quitters never win, winners never quit" quote, as that advice has never, ever made sense to me, even when I was young. In a world where the most successful businessmen (Gates and Jobs, specifically) were dropouts, the book appealed greatly to people who always felt there was something wrong with "the system".
I would recommend however, that anybody who starts reading this book continue on to Seth Godin's equally excellent book "Linchpin", as some of the shortcomings of this really short book are adressed there.

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About the author (2007)

Seth Godin is the author of more than a dozen bestsellers that have changed the way people think about marketing, leadership, and change, including Permission Marketing, Purple Cow, All Marketers Are Liars, Small is the New Big, The Dip, Tribes, Linchpin, and Poke the Box. He is also the founder and CEO of and a very popular lecturer. He writes one of the most influential business blogs in the world at

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