The Dip - by Seth Godin

my notes:

Being the Best in the World Is Seriously Underrated

Winners quit all the time. They just quit the right stuff at the right time.

Quit the wrong stuff. Stick with the right stuff. Have the guts to do one or the other.

Faced with infinity, people panic.

People settle. They settle for less than they are capable of.

Just about everything you learned in school about life is wrong, but the wrongest thing might very well be this: Being well rounded is the secret to success.

the people who are the best in the world specialize at getting really good at the questions they don’t know.

The Dip is the combination of bureaucracy and busywork you must deal with

Successful people don’t just ride out the Dip. They don’t just buckle down and survive it. No, they lean into the Dip. They push harder, changing the rules as they go.

If It Is Worth Doing, There’s Probably a Dip

The Dip creates scarcity; scarcity creates value.

What’s the point of sticking it out if you’re not going to get the benefits of being the best in the world?

The brave thing to do is to tough it out and end up on the other side—getting all the benefits that come from scarcity.

You’ve acquired the equipment and the education and the reputation… all so you can confront this Dip, right now. The Dip is the reason you’re here.

Before you enter a new market, consider what would happen if you managed to get through the 

Dip and win in the market you’re already in.

It’s easier to be mediocre than it is to confront reality and quit.

It’s human nature to quit when it hurts. But it’s that reflex that creates scarcity.

If the journey you started was worth doing, then quitting when you hit the Dip just wastes the time you’ve already invested.

Simple: If you can’t make it through the Dip, don’t start.

Being better than 98 percent of the competition used to be fine.
It’s no wonder we quit. The system wants us to.

You got this far operating under one set of assumptions. Abandoning those assumptions and embracing a new, bigger set may be exactly what you need to do to get to the next level.

it’s pretty easy to determine whether something is a Cul-de-Sac or a Dip.

day to day, it’s easier to stick with something that we’re used to, that doesn’t make too many waves, that doesn’t hurt.

If you can get through the Dip, if you can keep going when the system is expecting you to stop, you will achieve extraordinary results. People who make it through the Dip are scarce indeed, so they generate more value.

If you’re going to quit, quit before you start. Reject the system. Don’t play the game if you realize you can’t be the best in the world.

Average Is for Losers

The next time you catch yourself being average when you feel like quitting, realize that you have only two good choices: Quit or be exceptional.

The problem is that only a tiny portion of the audience is looking for the brand-new thing.
the opposite of quitting is rededication: an invigorated new strategy designed to break the problem apart.

If You’re Not Going to Get to #1, You Might as Well Quit Now.

The time to look for a new job is when you don’t need one.

If your job is a Cul-de-Sac, you have to quit or accept the fact that your career is over.

All coping does is waste your time and misdirect your energy. If the best you can do is cope, you’re better off quitting.

One reason people feel really good after they quit a dead-end project is that they discover that hurting one’s pride is not fatal.

It’s easy to cross the line between demonstrating your commitment and being a pest.

If you’re trying to succeed in a job or a relationship or at a task, you’re either moving forward, 
falling behind, or standing still. There are only three choices.

A job is just a tactic, a way to get to what you really want.

Write down under what circumstances you’re willing to quit. And when. And then stick with it.