There are generally three phases that go into writing a book review. In the first, I read a book. I like to read books, so it's fun. As I read I develop a few thoughts on what I might say about the book. That's fun, too.

In the second phase, I write the review. That sucks. Putting the ideas in a logical order, searching for the right phrases, trying not to write too much or too little. Torture.

In the third phase, the review is done. I read it and feel satisfied with the work and proud of myself for the accomplishment. Except, of course, when the writing is bad, which makes me wonder if I wasted my energy.

Don't worry, this is going somewhere.

In the words of Seth Godin's new book, the actual writing of this review would be The Dip - the time where the fun and excitement of a new endeavor is over and you're knee-deep in hard work, with no guarantee of a satisfying conclusion.

Unless your company happens to be YouTube or you're plucked off the sidewalk to star in a new movie opposite Jude Law, you will experience The Dip. It's that time after people stop patting you on the back for starting a new company or getting accepted to medical school or deciding to run a marathon, when you actually have to do what it takes to get there. If you're strong enough, you suck it up and take the pain as your price of admission into the world of the high flyers, coming out on the other end smelling like a rose, rolling around in piles of cash.

Except it doesn't always work out that way. Sometimes you put in all the effort and you get pretty much nowhere. You get enough clients to keep your business going, but not enough to make you even remotely wealthy. Or you hit Organic Chemistry and think maybe being a doctor isn't for you. Or you realize you don't have enough time to train for a marathon. And you quit. Or you don't quit because you're not a quitter. Or you go back and forth trying to decide if you should quit or not. Hey! This is not what you signed up for!