Seth Godin: [TheDip] ISBN:1591841666

My notes:

• there are Increasing Returns on being [Number One] at something (AList), even a tiny Niche Market

• to get to be [Number One] takes lots of work, esp to push through [TheDip], where increased effort seems to give no result (Virginia Satir [Change Model] - see Learning Curve).

• this much effort will crowd other things out (Opportunity Cost)

• sometimes it's not a Dip that you'll ever get results from, it's a [Cul De Sac]/[DeadEnd], or a Cliff

  • when/why?

    • he focuses on external factors, like trends against Newspaper Publishing

• he recommends

  • pick a niche to FoCus on (Specializat Ion)

  • make sure it's not a [Cul De Sac] or Cliff

  • push through the Dip to become [Number One]

http://www.squidoo.com/theDipBook/ 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.

interview with Guy Kawasaki: Smart quitters understand the idea of Opportunity Cost. The work you're doing on project X right now is keeping you from pushing through the Dip on project Y... Too many organizations are willing to make a half-assed effort to try a new tactic, but require a writ from the Pope to quit a tactic. This not only dilutes their ability to execute-witness a9.com-but it also leads to an impotent organization that rarely breaks through, even when they're on to something. This means that the Dip isn't pain; nor is it something to be avoided. The Dip is actually an ally. Because when the Dip shows up, you're know you're close to a breakthrough, to getting to the other side, to mastery, and to being the best in the world.

http://sethgodin.typepad.com/the_dip/

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