Seth Godin joined me for a special live taping of the Duct Tape Marketing podcast (we had about 500 callers listening in.) to talk about marketing and his new book: The Dip – A Little Book That Teaches You When to Quit (And When To Stick)

I first picked up this book thinking, from clues in the title, that it was more about quitting things that weren’t going anywhere – and I guess it is, but I couldn’t help thinking that it was more about being realistic before and when you started about what it really takes to be the best in the world at something.

I found the book to be more inspirational than really instructional – and I mean that in a very positive way. I read too many strategy books and not enough books that remind me what why I do what I do. I told Seth that I thought he had written a self-help book and he flatly denied it. I need lots of self-help, so I meant it as a compliment.

What does it mean to be world class? How do you know when to stick and when to quit? Do you need a niche to be first? When is the worst time to quit? Hear the answers to these and more.

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John Jantsch

John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.
  • Once again Seth Godin challenges societal norms. We’re always taught that quitting is bad. But quitting takes courage. Knowing when to accept failure is a virtue. Perhaps President Bush should read this book.

  • I think all of Seth’s books are inspirational by nature. The thing that makes them so great is that he speaks to individuals in plain english and somehow the message hits right home. Not many people can do this.

  • This was an excellent interview. I will be going out immediately to purchase the book. There were several points that just jumped out to me as I listened:

    1. Do something that people are willing to talk about.
    2. Offer something that people can’t get from “Big”, being treated like a real person.
    3. Make a promise and keep it.

    To marketing, this is much like Vince Lombardi’s annual ritual statement to his players, “Gentlemen, this is a football”. We can’t forget the basics.

  • My take away from this podcast was, before you go into something, ask people who are experienced: “Where do people often quit?”

    In fact, now I’m going to test that out in my sales process. After they say, yes I want to do this, I’ll tell them “Look, after you pay all the money you need to pay and do all that you need to do, you’ll probably want to “quit” the project… whether it’s building a website or taking on relationship development as a serious strategy… and this is where you’re going to have to really decide if you’re going willing to really pull through. Put yourself in that place now, and decide… will it be something you’re going to follow through on, after all the excitement has faded? If not, don’t do this. You’ll be wasting lots of money & time. Only if you’re willing to go through this dip will you truly see the benefits of having a killer website or the potential of fully-harnessing relationships.”

    That was me thinking a loud.

    Thanks for setting up this podcast John. Great questions. Insightful answers.

    ~ Mel