Marketing would be easy if every prospect and customer thought the way you do. Sales would be easy if it weren’t for the prospects not buying from you all the time. It’ll change exactly when you don’t want it to.Īccounting would be easy if every incoming report were accurate and on time. Windsurfing is very easy - except for the wind. The people who invest the time, energy, and effort to power through the dip, become the best in the world. There’s a dip in the long stretch between beginner’s luck and real accomplishment. If it is worth doing, there’s probably a dip. If your micromarket is “organic markets in Tulsa,” then that’s your world.īeing the best in that world is the place to be. So if I’m looking for a freelance copy editor, I want the best copy editor in English, who’s available, who can find a way to work with me at a price I can afford. “in the world” = their world, the world they have access to. “Best” = best for them, right now, based on what they believe and what they know.

Most quit in their quest to be the best in the world because the cost just seemed too high. Winners quit the right stuff at the right time. Quitting is often a great strategy, a smart way to manage your life and your career. Read the whole book if this applies to you. If not, then don’t begin! Quit in advance! But if so, then expect that dark dip, and don’t quit when you’re in it. But knowing this in advance, ask yourself seriously if you really have the dedication to stick it through that hard time. Tiny quick read with a punchy point: Anything worth doing has a painfully-hard middle period, which is where most people quit. Go to the Amazon page for details and reviews.

Book review of the dip by seth godin