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Imagine this. What would happen if you knew ahead of time when to quit something: a project, a job, a relationship?

Seth Godin's new book, "The Dip," helps you figure out exactly that. When to quit... and when to stick.

The "dip" is that "long slog between starting and mastery." The "dip" separates the beginner from the expert. It's that place where people quit just when a little extra effort would take them through the "dip" and on to the "other side." To become a superstar. To be a winner. To be, as Seth says,"the best in the world."

Here are eight "dips" facing every organization or individual:
1. MANUFACTURING DIP
2. SALES DIP
3. EDUCATION DIP
4. RISK DIP
5. RELATIONSHIP DIP
6. CONCEPTUAL DIP
7. EGO DIP
8. DISTRIBUTION DIP

Now, let's plug in your corporate video. What are the two biggest "dips" facing every corporate video project? And when do they occur?


1. The "RISK DIP." This happens at the beginning of every video project.
2. The "DISTRIBUTION DIP." This happens at the end of every video project.

The "RISK DIP" occurs when you go for "safe." Instead of risking an authentic story with un-scripted interviews, many corporate videos take the safe route...crafting predictable, disengaging and unemotional messages. Bang! They hit the "RISK DIP." Decide in the beginning to take a risk. Decide where the risk is. And then decide if the risk will help you create a video that's the "best in the world." If not, why bother?

The "DISTRIBUTION DIP" occurs when you realize few people can actually see your story. Decide in the beginning you need to create a"best in the world" distribution system for your video. It's not brain surgery. What IS hard is figuring out how you are going to distribute your "best in the world" video when you are done with your project. Bang! You just hit another "dip:" the "DISTRIBUTION DIP."

Knowing your "dips" ahead of time can help you create a corporate video that's the "best in the world" and worth talking about.

---Tom

The Dip and Corporate Videos