Here are the lines that will likely glow with your digital highlighter:
The Dip refers to the point in a project, business, or endeavor where enthusiasm and excitement start to wane, and the journey becomes challenging and uncertain. It's the moment when many people give up, feeling discouraged, frustrated, or uncertain about their ability to succeed. According to Godin, The Dip is a natural part of the process, and it's precisely at this point that most people quit.
so they can focus their limited resources on beating the right "Dip" to become the best in their world. The Three Curves of Any Endeavor