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The Dip: A Little Book That Teaches You When to Quit (and When to Stick) Hardcover – May 10, 2007

by Seth Godin (Author)
4.3 4.3 out of 5 stars 6,184 ratings
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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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  1. Print length
    96 pages
  2. Language
    English
  3. Publisher
    Portfolio
  4. Publication date
    May 10, 2007
  5. Dimensions
    5.13 x 0.53 x 7.28 inches
  6. ISBN-10
    1591841666
  7. ISBN-13
    978-1591841661
  8. See all details
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Customer reviews

4.3 out of 5 stars
4.3 out of 5
6,184 global ratings
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5 Stars
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The concept of this book is a light bulb moment!! Seth does a great job navigating the reader through the "dip" in the business. Should you stay or go...all the pros and cons. Easy read to help you make a powerful decision.
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Top reviews from the United States

Brian Sabin
5.0 out of 5 stars Simple, scary and useful
Reviewed in the United States on April 14, 2024
Verified Purchase
The Dip challenges you to critically examine why you feel so comfortable - and asks what you are truly capable of. Seth’s examples are illustrative and clarifying, and I think you’ll find them helpful. I did.
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Anupam Malhotra
4.0 out of 5 stars Embrace "Dips"...stay away from "Cliffs" and "Cul-de-Sacs"
Reviewed in the United States on August 8, 2007
Verified Purchase
"The Dip" by Seth Godin is a short book with a message that resonates close to the issue of the "honeymoon period" that many people have with projects, companies, and relationships. The author's basic hypothesis is that anything that is worth doing usually starts off with a period where efforts lead to rewards but that soon turns into a high effort / low reward situation for a while before it picks up a faster pace and heads back up...sometimes way up.

Plotting effort vs. reward on a graph, you see the line take a "dip" after the initial period and that's the reason for the title. The author indicates that it is precisely in the Dip that too many people quit, and never actually get to the point of becoming so good at what they do that they can then enjoy the rewards that come later. He says that this is an important barrier that helps separate the truly committed from the not-so-committed ones. He also says that most work starts out feeling like "Dip" projects but some of them are actually "Cliffs" which may have a longer growth period but never recover from the steep downturn at the end. Additionally, some projects are "Cul-de-Sacs" where you continue to put in effort but never get any reward or get anywhere.

Seth provides examples to help identify the three types of situations and provides some guidelines on how to decide when to quit Cliffs or Cul-de-Sacs. I'm not sure the guidelines are that good, but I think the concepts of Dip, Cliffs, and Cul-de-Sacs are pretty real. Most people that quit probably do so either because suffering the dip is not worth the potential rewards later in their minds, or they have decided that the situation is a likely Cliff or Cul-de-Sac.

Overall a good book that is short and easy to read and provides a good framework for making personal and professional decisions.
8 people found this helpful
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Robin Landry
5.0 out of 5 stars Short and sweet and wise
Reviewed in the United States on July 3, 2018
Verified Purchase
I found this book interesting, and helpful, but it was simplistic for those who need more depth in how to either move on--or never give up, in whatever project they are working on. It's writing a novel, the beginning is fun, and even if you already have the end written, it's the endless middle that separates the bestselling authors from the 'wanna-bes'. Even as writer, you have to know when it's not working--when you're the one who's bored with your character and it's time to give up and not waste any more time on the project.
This would be a great book to learn in say--middle school when it would do you some serious good while making your way through the rigors of an education. Schools mostly teach us to get slough it out for the grade no matter what--which can be good in school, but a disaster when you're sticking with a dead-end job for the health insurance. And horrible to wake up retired with all of your passion spent someone else's dream.
Godin talked about the Dip keeping out the weak-willed so that those who make it are rewarded because of their scarcity. Good words.
Godin talks about how a person would have to give up a decade of their life to their goal--without the distractions of a 'balanced' life. You can't have it all unless you've convinced someone else to give up their dreams to help them realize yours. That role was once relegated to wives, who raised children allowing husbands to dedicate themselves to their job/passion unhindered by the daily druggery of life.
The Dip reminds me of Jospeh Campbell's work, The Hero's Journey. At each door of the journey, the hero must walk through a door guarded by a guardian who embodies what the hero fears most of all. It's all about working through your fears--including the dark night of the soul--in order to finish the journey. The Dip appears to the 'dark night of the soul', your deepest fear, and it's the reason most people prefer to settle, because what's inside of us is the scariest journey of all.
21 people found this helpful
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Jennifer Wessner
5.0 out of 5 stars Easy Read
Reviewed in the United States on May 26, 2024
Verified Purchase
The concept of this book is a light bulb moment!! Seth does a great job navigating the reader through the "dip" in the business. Should you stay or go...all the pros and cons. Easy read to help you make a powerful decision.
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Jennifer Wessner
5.0 out of 5 stars Easy Read
Reviewed in the United States on May 26, 2024
The concept of this book is a light bulb moment!! Seth does a great job navigating the reader through the "dip" in the business. Should you stay or go...all the pros and cons. Easy read to help you make a powerful decision.
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Top reviews from other countries

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Guilherme Carvalho
5.0 out of 5 stars Lendo sem saber inglês
Reviewed in Brazil on April 2, 2024
Verified Purchase
Comprei alguns livros em inglês para praticar e este esta sendo ótimo livro para esta finalidade. A linguagem é simples então consigo compreende-lo bem, é um livro curto e direto. O conteúdo é excelente. Valeu muito a pena.
One person found this helpful
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Frank Aguilera
5.0 out of 5 stars Rapido de leer, directo al grano
Reviewed in Mexico on February 9, 2024
Verified Purchase
Es un libro muy rapido de leer, es delgado. Va directo al grano, literal habla sobre lo cuando debes renunciar a algo y cuando no. Me gusto que no da tantas vueltas a las cosas, directo a la idea.
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Robert Yarotsky
5.0 out of 5 stars Incredibly useful book to determine what to quit
Reviewed in Canada on June 29, 2022
Verified Purchase
This book makes it easy to understand what you should quit and what is worth toughing out to get outsized rewards. Short and well written.
One person found this helpful
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Sonia
5.0 out of 5 stars j'adore
Reviewed in France on May 27, 2024
Verified Purchase
Très bon livre pour se forger une mentalité de gagnant
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Abu Zaid Ashhad
5.0 out of 5 stars The Dip
Reviewed in India on May 27, 2024
Verified Purchase
This is Awesome.
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Abu Zaid Ashhad
5.0 out of 5 stars The Dip
Reviewed in India on May 27, 2024
This is Awesome.
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