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The Dip

Updated on June 5, 2012

The Dip

THE DIP is a little book about

quitting. This lens tells you

what you need to know before

you buy a few dozen copies for

everyone you know.


It's a mind grenade, a little bit of insight that will help you see what's causing your organization (or you) to get stuck. Here's the official description:

The old saying is wrong-winners do quit, and quitters do win. [PS The Dip (long ago, when I used to track these things) hit #5 on the New York Times bestseller list.]

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.

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.

I don't claim to have all the answers. But I will teach you how to ask the right questions.    


Discover your Dip

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

The Dip is a short book about an overlooked topic: when to quit.

My argument is that we often quit the wrong things at the wrong time, and getting better at seeing what matters can transform your career and your work.

Check the new and used section to get it for as little as $3.


A short video

Cynthia Liu on getting through the Dip

Has the Dip changed the way you see the world?

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    • profile image

      Robin 19 months ago

      Great stuff here. Same business ideas as

    • profile image

      graduate280 3 years ago

      This is so true in so many areas of life. We had a used station wagon that we kept fixing. At one point I realized we could keep fixing the car or we could save some money to help our sons go to college, but we couldn't do both. But we had already put so much money in repairing the car (way more than the cost of the car itself), that it seemed like a CRIME (or admission of defeat) to give up on it now. All the evidence said "dump it", but there was this fantasy that just one more repair would be the last repair we had to do. And then (oh this is very shameful to admit), after we had finally decided to sell it, I reneged on a verbal agreement I made with someone who was going to use it to take a small youth group on trips (he was a mechanic) so that we could get a couple hundred dollars more from another person. So in the first instance, I let my heart rule my head and in the second, I let my head rule my heart.

    • Heartily profile image

      Lucy Bieri 3 years ago from Switzerland

      Haven't read the book, but I know I'll never give up on my dream..Great book to read.

    • profile image

      marknoldy 3 years ago

      Haven't read The Dip. Rereading Linchpin right now.

    • julesh2013 profile image

      julesh2013 4 years ago

      I was going to read it, but then I quit. Just kidding....

    • Evelina Sa profile image

      Evelina 4 years ago from London / Frankfurt / Vilnius

      I've read this book one year ago or so. I need to come back to it again :)

    • goldengains lm profile image

      goldengains lm 4 years ago

      Great insight & motivation, thanks!

    • profile image

      anonymous 4 years ago

      WOW! having read the excerpt to "The Dip" I'm heading straight over to Amazon to buy a copy now... I believe there are many people who could benefit from this book and make your way back out a DEAD END cul-de-sac or build a new road! Thanks Seth :D

    • profile image

      anonymous 4 years ago


    • startithub profile image

      startithub 4 years ago

      Great stuff from Seth, very inspiring indeed!

    • profile image

      jane-leonard-144 5 years ago

      My favourite part is that being the best is subjective. You only have to be the best from your customer's perspective. Sometimes we forget this and try to be the best by our own definition.

    • profile image

      Sippriano 5 years ago

      This is so on point! Never give up on your dream and when it gets hard keep pushing through to the finish line, it's worth it! Thanks for the insight.

    • profile image

      CarlynMitri 5 years ago

      In my quest for success, this book has definitely helped me... I've recommended it to everyone I know :)

    • profile image

      anonymous 5 years ago

      Here's the idea from 'the dip' that resonates most with me:"figure out how much pressure you've got available, then pick your tire. Not too big or too small"... this is the book in a nutshell. Oh yeah, and "over deliver"... love this. Thanks Seth. @andrewhancock