In the beginning, starting something new is fun. Then it gets hard (what Seth calls "the dip"). Then eventually it gets better. Lots of people quit when they hit the dip. That makes it somewhat rare to find folks who've made it through to the other side. That scarcity creates value. We should "lean into the dip" and go for it when we have a chance at being the best. Otherwise, quit as fast as you can and move on to something where you can be number one because in today's micro-fractured markets, being less than the best is basically worthless. Quit all cul de sac's (dead ends) as well. They sometimes feel like dips but in the end they just waste resources that could be thrown at getting through a promising dip.And being the best in the world is subjective and defined by the consumer. "The world" to them, can mean who has the best bakery within a three block radius of their home (the distance they are willing to walk to on a Saturday morning).
In Tom Peters' book Design, Seth puts it this way:
Think of the smallest conceivable market and describe a product that overwhelms it with its remarkability. Go from there.
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