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The Dip

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

This book is available for download with iBooks on your Mac or iOS device, and with iTunes on your computer. Books can be read with iBooks on your Mac or iOS device.


The old saying is wrong—winners do quit, and quitters do win.

Every new project (or job, or hobby, or company) starts out exciting and fun. Then it gets harder and less fun, until it hits a low point—really hard, and not much fun at all.

And then you find yourself asking if the goal is even worth the hassle. Maybe you’re in a Dip—a temporary setback that will get better if you keep pushing. But maybe it’s really a Cul-de-Sac, which will never get better, no matter how hard you try.

According to bestselling author Seth Godin, what really sets superstars apart from everyone else is the ability to escape dead ends quickly, while staying focused and motivated when it really counts.

Winners quit fast, quit often, and quit without guilt—until they commit to beating the right Dip for the right reasons. In fact, winners seek out the Dip. They realize that the bigger the barrier, the bigger the reward for getting past it. If you can become number one in your niche, you’ll get more than your fair share of profits, glory, and long-term security.

Losers, on the other hand, fall into two basic traps. Either they fail to stick out the Dip—they get to the moment of truth and then give up—or they never even find the right Dip to conquer.

Whether you’re a graphic designer, a sales rep, an athlete, or an aspiring 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. If you are, The Dip will inspire you to hang tough. If not, it will help you find the courage to quit—so you can be number one at something else.

Seth Godin doesn’t claim to have all the answers. But he will teach you how to ask the right questions.

Publishers Weekly Review

Aug 04, 2008 – logger/author Godin prescribes a cleverly counter-intuitive way to approach one's potential for success. his primer on winning-through-quitting is at once motivational and comically indifferent, making the lofty goal of "becoming the best in the world" an achievable proposition-all you need is to "start doing some quitting." The secret to "strategic quitting" is seeking, understanding, and embracing "the Dip," "the long slog between starting and mastery" in which those without the determination or will find themselves burning out. Godin provides tips for finding your Dip, taking advantage of it, and becoming one of the few (inevitably valuable) players to emerge on the other side; he also provides guidelines for quitting with confidence. Reviewed by PW 5/14/07

Customer Reviews


Great book. Short but effective. Will make you push forward, through 'The Dip'!

New definition of quitting

The Dip showed me a new definition of quitting while we understand quitting as failure. Very quick, short book, entertaining. Recommended for salesman especially!


It's funny reading this book. I made the obvious unorthodox choice to quit my job at the ultimate peak of my new career! I have been a chef for 15 years and moved took the leap 2 years ago to become a private chef on luxury yachts. It was a very hard struggle, but I made it to the top of my new industry as an elite. Then I realized that it wont improve, it will just stay the same and comfortable. I wasn't happy with just comfortable anymore! I resigned from my job to further pursue my career and establish my own high end catering company servicing my old clients. The journey is long and very hard, but my previous job gave me the chance to pave then entry in, and thats the way I look at my choice as been the best one.

I only discovered this book after finishing purple cow for the 2nd time to refresh my thoughts on how to market my new project. After reading this book, I can say with all conviction that I made the correct choice and Seth godin is like an oracle with his words!!!!

I use the analogy of "when the investment outweighs the return, it's a bad investment!". But the term "THE DIP" is PRICELESS!!!!

Good foresight is have the battle, knowing to quit is the victory.

Well done Seth.

Culinary yours

Chef Adam Mazzocchetti

The Dip
View In iTunes
  • $10.99
  • Available on iPhone, iPad, iPod touch, and Mac.
  • Category: Management & Leadership
  • Published: May 10, 2007
  • Publisher: Penguin Publishing Group
  • Seller: Penguin Group (USA) Inc.
  • Print Length: 96 Pages
  • Language: English
  • Requirements: To view this book, you must have an iOS device with iBooks 1.3.1 or later and iOS 4.3.3 or later, or a Mac with iBooks 1.0 or later and OS X 10.9 or later.

Customer Ratings