Top Highlights

• The mass market is dying. There is no longer one best song or one best kind of coffee. Now there are a million micromarkets, but each micromarket still has a best. If your micromarket is “organic markets in Tulsa,” then that’s your world. And being the best in that world is the place to be.
• Strategic quitting is the secret of successful organizations. Reactive quitting and serial quitting are the bane of those that strive (and fail) to get what they want. And most people do just that. They quit when it’s painful and stick when they can’t be bothered to quit.
• With limited time or opportunity to experiment, we intentionally narrow our choices to those at the top.
• Just about everything you learned in school about life is wrong, but the wrongest thing might very well be this: Being well rounded is the secret to success.
• If you can get through the Dip, if you can keep going when the system is expecting you to stop, you will achieve extraordinary results. People who make it through the Dip are scarce indeed, so they generate more value. When you’re the best in the world, you share the benefits (the income, the attention, the privileges, the respect) with just a hand...