Brad sent me a note about a guy who’s running a campaign to make himself come up on the front page of Google when people type in his name. (Try ‘seth’. If you’ve got a weird name, it’s sort of cool.)

This is hard work if your name is something like Bill Wilson or John Woo. And the question is: why bother?

Sure, climbing a mountain just because it’s hard is a great hobby. But too often we get caught up in the tactics of getting through the Dip just because we can. Difficulty is not the only thing that makes a Dip worth pursuing. The end result matters too. Seeing the destination and valuing the outcome can make a huge difference in having the ability to push through.