Best-selling author and business blogger Seth Godin is launching his new book The Dip: A Little Book That Teaches You When to Quit (and When to Stick) mid-May. While I was reading Guy Kawasaki's blog interview with Seth previewing the book, I realized that every small business owner should take a look at the subject of examining when to let go and when to persevere.
Seth says, "It's time to quit when you secretly realize you've been settling for mediocrity all along. It's time to quit when the things you're measuring aren't improving, and you can't find anything better to measure. But the worst time to quit is when the pain is the greatest. Decisions made during great pain are rarely good decisions."
"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."
In an interview with the "A-HA!" blog Seth clarifies that the book isn't really about quitting - it's about mastery and how to achieve it. He says that people who own businesses often quit too soon, linger too long in a wrong situation or keep shifting strategies without giving adequate time to see results.
The Dip helps business owners analyze whether they're in a Dip that's worth their total investment, and if they are, what they need to do to make it through to "the other side."
Shivonne Byrne, Innuity CMO
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