"Almost everything in life worth doing is controlled by the Dip." Would you agree? In 2007, Seth Godin wrote The Dip: A Little Book That Teaches You When to Quit (and When to Stick) . Godin talks about the importance of being "the best in the world" when pursuing long-term pursuits. Being "the best in the world" in this context is not so much being the #1 person in the world at a particular craft but rather being a top person in a particular customer's/market's world of access. Much like his other books (and other authors' books), he provides numerous examples of "the dip" at work in various industries and activities. "The dip" is the lengthy learning curve and performance curve between first exposure to something and becoming an expert. Godin distinguishes this from "the cul-de-sac" (endless efforts going nowhere) and "the cliff" (long-term efforts initially seeming good that eventually drop off a