The Dip: A Guide to Quitting Google

In our Google centric world, something that is seen as the best does way, way better than something that is third or fourth or tenth place. In fact, winners are the ones who quit all the time because what they figured out how to do is ignore sunk costs. The dip is that moment of pain when we feel like quitting. When we're on the path to become the best in the world at something, and we're in mile 22 of the marathon., he says.