Seth Godin, The Dip. RD

Seth Godin, The Dip

“The next time you catch yourself being average when you feel like quitting, realize you only have two good choices: Quit or be exceptional. Average is for losers.”

This is the point of The Dip:

1. Every market today is segmented.

2. Can you become #1 in your market?

3. If not, can you segment your market smaller?
4. If yes to #3, then segment it and Loop to #2. If not, quit.

5. If yes to #2, what would it take to become #1 in your market?
6. Can you do that?
7. If Yes to #6, do that until you are #1.
8. If not, quit this market. This is not your market.

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