Most people quit. They just don’t quit successfully. In fact, many professions and many marketplaces profit from quitters—society assumes you’re going to quit. In fact, businesses and organizations count on it.
Scarcity makes being at the top worth something. There are hundreds of brands of bottled water, and they’re all mostly the same. So we don’t shop around for bottled water. There is no top for bottled water. Champagne is a different story.
The mass market is dying. There is no longer one best song or one best kind of coffee. Now there are a million micromarkets, but each micromarket still has a best.
If you’re not going to put in the effort to be my best possible choice, why bother?
The reason that big companies almost always fail when they try to enter new markets is their willingness to compromise.
The Dip is the difference between the easy “beginner” technique and the more useful “expert” approach in skiing or fashion design.
And if you don’t have enough time and money, do you have the guts to pick a different, smaller market to conquer?
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. The mature thing is not even to bother starting to snowboard because you’re probably not going to make it through the Dip. And the stupid thing to do is to start, give it your best shot, waste a lot of time and money, and quit right in the middle of the Dip.
The next time you’re tempted to vilify a particularly obnoxious customer or agency or search engine, realize that this failed interaction is the best thing that’s happened to you all day long. Without it, you’d be easily replaceable. The Dip is your very best friend.
When faced with the Dip, many individuals and organizations diversify. If you can’t get to the next level, the thinking goes, invest your energy in learning to do something else.
A woodpecker can tap twenty times on a thousand trees and get nowhere, but stay busy. Or he can tap twenty-thousand times on one tree and get dinner.
Quit in the Dip often enough and you’ll find yourself becoming a serial quitter, starting many things but accomplishing little.
Every time you switch lines, you’re starting over. In your search for a quick fix, you almost certainly waste time and you definitely waste energy jumping back and forth.
It’s easy to be seduced by the new money and the rush to the fresh. The problem is that this leads to both an addiction and a very short attention span. If it doesn’t work today, the thinking goes, why should I wait around until tomorrow? The problem is that only a tiny portion of the audience is looking for the brand-new thing. Most people are waiting for the tested, the authenticated, and the proven.
The time to look for a new job is when you don’t need one. The time to switch jobs is before it feels comfortable. Go. Switch. Challenge yourself; get yourself a raise and a promotion. You owe it to your career and your skills