So you think you have a great product, a great strategy. You’re humming along and suddenly it isn’t fun anymore. The town goes quiet on you. Sales figures… disappear. No one <sniff> cares.
Is it time to quit because you’re in a dead-end without a chance in hell of a breakthrough? Or have you just hit the classic dip?
Yesterday, I downloaded Seth Godin’s The Dip: A Little Book That Teaches You When to Quit (and When to Stick).
He points out that everything in life worth doing is controlled by the “dip” — that long slog between starting and mastery. Getting through the dip means doing what needs to be done — the work. The dip makes most people quit — the successful people on the other side count on that — their scarcity makes them richer.
On the other hand, sometimes you do find yourself in a cul-de-sac — a product or a tactic that just isn’t paying off, not opening any doors. Quit it, so you can devote your time to what’s important. Strategic quitting, yes. Reactive quitting (panic), no.
Interesting advice: you can’t just ride out a dip, you have to lean into it, go for broke, break all the rules. Don’t diversify — don’t ease the pain by throwing in some new products — obsess!