Be Exceptional

One of my favorite books is called “The Dip” by Seth Godin. In reading how Godin described “The Dip” I couldn’t help but think of how this concept can apply to our everyday lives. I will summarize the  point of the book for you. 

The dip is the long slot between starting and mastery, the in between of beginner and expert. The dip is the wall that is put up to keep the weak and unwilling out. If the dip was easy, there would be a lot of people doing what you do. Scarcity is the secret to value. If there was no dip, there would be no scarcity. Successful people don’t just ride out the dip, they don’t just buckle down and survive it, they lean into the dip, they push harder changing the rules as they go. The dip is like lifting weights, you push through the hard part tiring your muscles so they get stronger or like running when you feel your legs can’t go further in order to finish the race, you keep on going.

If you want to be a superstar you need to find an arena that has a steep dip. The dip makes everything worthwhile. It is imperative that we also create a dip that is so deep and steep that competitors cannot and will not catch up. This dip is our high standard. Apple did it with the iPhone. Creating a product that is so great that competitors want to follow in their footsteps but may not be able to overcome the dip that Apple has created. Think of yourself as a product or a brand. When people think of you or say your name what adjectives to you want them to use to describe you? Who are you? What are you known for? How do you want people to know you? To think of you?  

When you make it through that dip, you become a scarce resource and in turn create more value. Big benefits accrue to those who do not quit. The most common response to the dip is to be mediocre and play it safe, but that is the difference between you and them. You have to use the dip as an opportunity to create something so extraordinary that people can’t help but talk about you, recommend you, and choose you. When you face the dip you have two options; quit or be exceptional. 

 Be exceptional! 

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