Quitting sucks. We’re taught not to quit it. We’re also taught to do more, all the time; to always grow. This is a tension that often gets in the way of us being the best at what we do.

The Dip isn’t just a book about quitting, it’s a book about focus; “The way you become the best in the world is by quitting the stuff where you can’t be the best. That leaves you the resources to invest in getting through the Dip.”

Jony Ive put it eloquently (via Shreyas Doshi), “What focus is, saying no to something that with every bone in your body you think is a phenomenal idea. And you wake up thinking about it, but you say no to it. Because you are focusing on something else.”