The Dip: A Little Book That Teaches You When to Quit (and When to Stick) by Seth Godin
People settle. They settle for less than they are capable of. Organizations settle too. For good enough instead of best in the world.
The reason that big companies almost always fail when they try to enter new markets is their willingness to compromise. They figure that because they are big and powerful, they can settle, do less, stop improving something before it is truly remarkable.
IMPORTANT NOTE: Successful people don’t just ride out the Dip. They don’t just buckle down and survive it. No, they lean into the Dip. They push harder, changing the rules as they go. Just because you know you’re in the Dip doesn’t mean you have to live happily with it. Dips don’t last quite as long when you whittle at them.
There’s not a lot to say about the Cul-de-Sac except to realize that it exists and to embrace the fact that when you find one, you need to get off it, fast. That’s because a dead end is keeping you from doing something else. The opportunity cost of investing your life in something that’s not going to get better is just too high.