Book
Godin S. The Dip: A Little Book That Teaches You When to Quit (and When to Stick). New York: Portfolio; 2007. 96 p.
Why we cite it
Introduces the concept of the "dip" — the predictable period of difficulty between beginner enthusiasm and eventual mastery in any pursuit. Relevant to dietary behavior change because it normalizes the mid-journey motivation drop that many experience after initial enthusiasm for a new eating pattern fades. The book's distinction between dips (temporary setbacks worth pushing through) and cul-de-sacs (dead ends worth quitting) offers a framework for evaluating whether a particular dietary approach deserves continued effort.
About the author
Seth Godin holds a BA in Computer Science and Philosophy from Tufts University and an MBA from Stanford Graduate School of Business. He is the author of 21 bestselling books including Purple Cow, Linchpin, and Tribes. He founded Yoyodyne (acquired by Yahoo!) and is credited as the inventor of permission-based email marketing. He has given five TED talks and is inducted into the Marketing Hall of Fame, the Direct Marketing Hall of Fame, and the Guerrilla Marketing Hall of Fame. He is not a scientist or psychologist — he is a marketing expert and business thinker.
Find it on Bookshop.org · Publisher
We may earn a commission on Bookshop.org purchases.