Seth_godin_the_dip Marketing guru Seth Godin has launched a new site, The Dip, to promote his new book by the same name. Earlier in the week, Seth profiled a number of "quitters" who eventually went on to launch some of the most innovative businesses in the world - like Bill Gates, Ray Kroc, Howard Stern, Jeff Bezos, and Michael Bloomberg. The premise behind Godin's book, of course, is that sometimes you just need to "quit" in order to get to the next stage in your life:

"The old saying is wrong - winners do quit, and quitters do win.

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."

Anyway, particularly astute students of evolutionary biology will recognize Godin's core premise as a simplification of the fitness landscape argument.

[image: The Dip]