“Winners quit fast, quit often, and quit without guilt”

Seth Godin, author of The Dip: A Little Book That Teaches You When to Quit, explores the often controversial idea that quitting might actually be one of the best things you can do.

The goal of Godin’s book is to teach you when to quit on ideas and when to stick with them.

We’ve all reached a point in our business where we’ve felt like giving up on something. Whether it’s a marketing tactic that’s underperforming, a new hire that isn’t quite working out, or any of the countless new skills required when learning how to lead and manage people effectively.

Godin points out that those who push through the friction, tension, and anxiety that come with learning a new skill, tactic, or approach will be rewarded with extraordinary benefits. However, he also emphasises that knowing when to quit is just as crucial as knowing when to persevere.

What is “The Dip”?

Any meaningful change in your business—or in how you run it—will involve what Godin calls “The Dip.” All successful business owners learn how to navigate this challenge.

Godin’s Dip can apply to almost anything new you try in your business. Initially, there’s a honeymoon phase—everything feels exciting, you’re learning, and momentum keeps you engaged. This could be launching a new product, implementing a fresh marketing strategy, or even working with a business coach for the first time. In the beginning, progress is quick, and motivation is high.

But eventually, you hit The Dip. This is the period between starting and mastering a new skill, tactic, or process. It’s where many people start to feel discouraged, and it’s easy to lose focus. The enthusiasm fades, and results don’t come as easily as they did in the beginning.

This is where many give up. But as Godin explains, this slog should be seen as a shortcut because, by pushing through, you reach your goals faster. Without enduring The Dip, you’ll never achieve mastery.

"The Dip creates scarcity; scarcity creates value.”

The key insight from Godin is that success happens in The Dip. If success were easy, everyone would do it, and the value of success would be diminished. The Dip filters out those who aren’t fully committed, leaving only the few who persevere. And it’s these few who reap the rewards.

In essence, pushing through The Dip creates value by default. It’s rare to make it through, which is why those who do find themselves among a minority of experts who generate the most value in their field. This is where the big opportunities lie—on the other side of The Dip.

Keep Pushing Through

Pushing through The Dip requires perseverance, focus, and the investment of time and resources. But you should only continue pushing if you believe there are appropriate rewards beyond The Dip.

For example, let’s say you’ve started holding regular meetings with your direct reports. You’ve never done this before, so there’s some pushback from your staff. Fearing conflict, and despite your best intentions, the meetings never really take off.

In this scenario, pushing through The Dip might involve addressing the resistance and insisting that everyone participates for the greater good of their own career development and the wider organization. The initial discomfort and tension are part of The Dip, but the reward could be greater cohesion and improved performance from your team.

You understand the cost of not making the change—lost productivity, lower profitability, and underperforming staff—so you choose to push through The Dip, despite the discomfort of doing something new.

How to Choose When to Push Through or Pivot

Going through The Dip is a vital part of business growth because it separates successful businesses from those that give up too soon. But what if pivoting is the better option?

Before deciding to pivot, make sure it’s done strategically and intentionally. Exhaust all your options to push through The Dip before deciding to quit and change course. That’s the only way to quit without guilt, as Seth Godin emphasises.

Evaluate your progress

To determine whether to push through or pivot, start by evaluating where you stand. Be objective. Are you seeing small, sustained improvements that show potential for growth? Check your key performance indicators (KPIs). If they’re moving in the right direction and the business is still profitable, it’s worth pushing through.

But if progress stalls and the business is no longer profitable, assess whether it’s a temporary setback or a deeper issue. If it’s the latter, it may be time to pivot.

Make premeditated decisions

When facing a downward trend, it’s natural to panic. But smart decisions require data-driven thinking. Focus on the numbers and evaluate your options. This allows you to be intentional with your actions and create a strategy for moving forward.

Set criteria or a timeline for when you need to call it quits. If a specific milestone isn’t reached by a set date, reassess your strategy and consider pivoting.

For example, if a product isn’t selling, you might try getting an influencer to endorse it. Give the strategy a couple of months. If it still underperforms, consider pulling it from the market.

This approach prevents knee-jerk reactions that could have irreversible effects.

Change your mindset about quitting

Don’t fear quitting once you’ve exhausted all options and still see no upward curve. Quitting doesn’t always mean failure. Often, it’s the catalyst for discovering better opportunities.

In my experience helping businesses through The Dip, quitting strategically often leads to new ventures and growth. It’s about knowing when something isn’t working and reallocating resources to something more profitable.

"Quitting doesn’t mean giving up—it’s realigning your focus to what matters most."

The Key to Navigating “The Dip”

Going through The Dip can be daunting and demotivating. But with the right mindset and support, it can become a transformative experience. Whether you choose to push through or pivot, your business can benefit. The key is making informed, premeditated decisions.

Having a business coach can make navigating The Dip smoother. A coach provides a fresh, objective perspective and helps guide you through the challenges with strategic insights. They can help you face hurdles confidently and efficiently.

If you feel stuck in The Dip and want to move forward, let’s talk. Book a complimentary 15-minute call here: https://www.butleradvisory.com.au/time-with-trent.