The Dip by Seth Godin
Michael Carter
Director of Channel Sales
The Dip
“You are astonishing.
How dare you waste it?”
You have the power to change everything.
To create remarkable products and services.
To be the best in the world.
Seth Godin – The Dip
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Quitters never win and winners never quit” – Vince Lombardi
This is bad advice…..
– Winners quit all the time. They just quit the right stuff at the right time.
Extraordinary benefits accrue for those who are to push a little longer than most.
Extraordinary benefits accrue for to the tiny majority with the guts to quit early and
refocus their efforts on something new.
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Quitters never win and winners never quit” – Vince Lombardi
Quit the wrong stuff
Stick with the right stuff
Have the guts to do one or
the other.
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Confidenti
Zipf’s Law
In the English language, the probability of encountering the most common word is
given roughly by for up to 1000 or so. The law breaks down for less frequent words,
since the harmonic series diverges. Goetz states the law as follows: The frequency of
a word is inversely proportional to its statistical rank such that
Where
is the number of different words.
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Zipf’s Law
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Confidenti
Why does being number one matter?
If you had cancer, would you –
a)
b)
c)
d)
Pick the best doctor
Pick the cheapest doctor
Book a doctor that could not see you for long time
Do nothing
If your fleet/mobile assets( the easiest addressable cost in business!!) was cancer in
your business, would youa) Pick the best telematics system
b) Pick the cheapest
c) Go with a telematics solution that would take months to deliver and
implement
d) Do nothing
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Confidenti
Why does being number one matter?
There is only room at the top for a few.
Scarcity makes being at the top worth something
The best in the world.
Best as in – best for them , right now, based on what they believe and what they know.
The problem about not deciding what you are best at, is you blend in with all of your
competitors. The internet ensures this.
Danaher speak – Don’t boil the ocean. Decide your market….and go hard at it!!
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Confidenti
The infinity problem…
“Faced with infinity, people panic.
Sometimes they don’t buy anything.
Sometimes, they buy the cheapest one they are shopping for.
Faced with an infinite number of choices ,
many people pick the market leader.”
Seth Godin
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Confidenti
In a free market, we reward the exceptional.
How often do we hope our doctor
is good at golf, cooking and
jigsaws?
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The Dip
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The Dip
• The Dip is the long stretch between beginner’s luck and real
accomplishment.
• The Dip is the long stretch between starting and mastery.
• The Dip is a set of artificial screens set up to keep people out.
• The Dip is when the growth you have created is the ball and
chain to more growth.
• The Dip is the long stretch between signing up customers
when there was no competition and prior to when the market
is flooded by pretenders….
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The Dip
Successful people don’t ride out the Dip. They don’t just buckle down and survive
it.
THEY LEAN INTO IT!
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The Cul-de-Sac
•
Cul-de-Sac - French for “Dead End”
•
The opportunity cost of investing your life into something that has proven not to
work is just too high…..but rarely recognised.
•
People stay there as it is their comfort zone….
•
Quit the Cul De Sac
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The Cliff
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The Dip is your very best friend.
The Dip is the reason you’re here.
If there was not a Dip , we could get anyone to do the job.
Embrace the dip – a great development challenge. It is your personal growth
engine.
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Confidenti
What woodpeckers
know..?
What
woodpeckers
know…?
A woodpecker can tap 20 times on a
thousand tress and get nowhere, but stay
busy….Or he can tap 20,000 times on one
tree and get dinner.
Brain Rule 5 - Repeat to remember
Brain Rule 6 - Remember to repeat.
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Make a choice…
Quit or be exceptional.
Average is for losers……
Any dealer can sell a couple of deals by giving it away. A monkey could do it.
Any dealer can chase only the deals right in front of him/her and look harder to the
perfect opportunity. A monkey could do it.
We want to be the best in the world.
Microsoft failed twice with Windows, 3 times with excel and four times with word…
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What should we quit…
…to get through the dip?
So what will we work on to get through the dip? (Sara Lee)
This is a great team, a great product, a
great company…. so how dare we
squander that precious resource by
spreading it to thin.
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Why should we strategic?
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• Geographically , the market is segmented into,
Nth America, Europe, Asia Pacific, and LAMEA.
Asia Pacific should be a prominent market,
owing to the rapidly growing number of
automobiles sold in the region. The increase in
sales is primarily driven by the increasing
population and rising disposal income in the
region.
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Thank You