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The Dip

by Seth Godin

(Portfolio, 96 Pages)

The best business books change the way you look at something - forever. The Tipping Point, The Long Tail, and Purple Cow are simple books about simple topics . . . but they changed the way millions do their jobs.

Every new project (or career or relationship) starts out exciting and fun. Then it gets harder and less fun, until it hits a low point - really hard, really not fun. At that point, you might be in a Dip (which will get better if you keep pushing) or a Cul-de-sac (which will never get better, no matter how hard you try). The hard part is knowing the difference and acting on it.

According to bestselling business author Seth Godin, what really sets superstars apart from everyone else is the ability to give up on Cul-de-sacs while staying motivated in Dips. Winners quit fast, quit often, and quit without guilt - until they commit to beating the right Dip for the right reasons.

This is equally true for entrepreneurs, pop singers, weightlifters, and car salesmen. Today's world rewards the people and organizations that are the best in the world at what they do. If you can be #1 in your niche, you'll get more than your fair share of profits, glory, and job security. But you'll never be #1 at anything without picking your shots very carefully.

The Dip is a short, fun-to-read book in the tradition of Fish, packed with powerful ideas and a graph that changes everything. It will forever alter the way people think about quitting - and success.

Seth Godin is the author of the bestsellers Permission Marketing, Unleashing the Ideavirus, Purple Cow, Free Prize Inside!, All Marketers Are Liars, and Small Is the New Big. He is also the editor of The Big Moo and one of the most popular business bloggers in the world (www.SethGodin.com). He lives in Westchester, New York.