Five years ago, I published a little book (little even by my standards) called The Dip.
I did a tour, built a small blog and shared what I could about it. It was a very risky book—certainly not for everyone.
Much to the surprise of some at my publishing house, it sold a ton of copies, entirely due to word of mouth.
The book makes a lot of people uncomfortable. Instead of giving a clear, actionable, step-by-step approach to guaranteed success, The Dip points out where we often get stuck, and leaves it to the reader to take the (difficult) steps necessary to move ahead.
It also talked about the short head (in contrast to Chris Anderson's not yet written Long Tail). There's a short head in every micro market, just waiting for someone to fill it.
Just yesterday, the rule of the Dip was demonstrated by Microsoft's overdue cancellation of the Zune, something that should have happened years ago.
As the web becomes every more relentless in separating the average from the exceptional, the simple idea this book uncovers (being the best in the world at your little niche) becomes ever more important.
The Dip: A Little Book That Teaches You When to Quit (and When to Stick) [Hardcover]
Seth Godin (Author)