The Dip

  • by Seth Godin
  • Narrated by Seth Godin
  • 1 hrs and 33 mins
  • Unabridged Audiobook

Publisher's Summary

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 you will overcome 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 best-selling 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.

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Customer Reviews

Most Helpful

Can't beat a bit of Godin...

The latest from Seth fails to disappoint, having listened to every one of his books on Audible...I find them simply superb to inspire me on the 40 minute cycle to work each day...I work in marketing so they fill me with ideas of who to call, what to research and how to work more efficiently.

I would say The Dip is more singularly focussed than any of his other titles, and I didn't take many different ideas away, but just the one message well reinforced of when to quit and when to stick...in my work and personal life.

If you want an introduction to Seth Godin, then I'd recommend The Big Moo or All Marketers are Liars first....The Dip is better for experienced Godin devotees...but when you're ready, go for it!
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- CA Weir

A nice little read!

Seth Godin's writing and reading style is extremely interesting and his metaphors insightful. In this book "The Dip" he explains why, in his belief, some companies and individuals succeed and why others fail. By fail, Godin explains, they merely stop trying to get out of "The Dip". In everything we do we experience a dip, for example in the book, Godin gives an example of how many people would like to Snowboard but the Dip is the falling over, the sore joints, the cold etc and they give up. People face the dip and can hammer through and get to the other side or they can give up. Every professional in any field has faced this "Dip" but it's whether they've made it through or not that counts. Sometimes it's better to given in and accept that the Dip is too big, you don't have enough, time energy or capital to get through so facing it is the best option. Jack "the neutron" Welsh quit in the dip of many of GE's product lines. He decided that he would only allow GE to compete in an market where they could be place number 1 or number 2 in that market and devote thir time and revenue to those pursuits.

The book is full of little gems of information for such a small book and if you are interested in marketing then it's certainly a nice read. The book doesn't come out with anything very original except for the metaphors. One especially interesting one was that of the bicycle wheel and how starting to pump it is similar to starting the marketing process. The first few blasts of air/efforts are lost in the large market and it's not until we come to an equilibrium that it becomes effective.

In conclusion, it's a nice book to get in a sale but if you are looking for something on marketing with a bit of meat to it, then have a look at Godin's other titles "Permission Marketing" or "All marketers are Liars" both are excellent!

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- Gavin

Book Details

  • Release Date: 27-04-2007
  • Publisher: Audible Studios