The Dip: A Little Book That Teaches You When to Quit (and When to Stick)

by Seth Godin

It’s human nature to quit when it hurts. But it’s that reflex that creates scarcity.

The decision to quit is often made in the moment. But that’s exactly the wrong time to make such a critical decision.

That choice—to stick with it in the absence of forward progress—is a waste. It’s a waste because of the opportunity cost—you could be doing something far better, and far more pleasurable, with your time.

setting your limits before you start is so powerful.