Someone said that while reading this book, a quote by Albert Einstein floated like a refrain in the back of his mind:

“If I had an hour to solve a problem and my life depended on the solution, I would spend the first 55 minutes determining the proper question to ask, for once I knew the proper question, I could solve the problem in less than 5 minutes.”

It takes longer than an hour to read, and surely took longer than an hour to write, yet the essence of Einstein’s thinking is felt in every page of Seth Godin‘s book.

Determining the proper questions to ask when considering actions that lead to the fate of an enterprise – whether business, educational, or personal – is the backbone theme of this work.

It is a small book filled with big thoughts. It dares to challenge, hold up to the light, and “dissect” the sacred cow philosophies of never giving up and never quitting.

Is there a time to quit? When is that time?
Is there a time when it is not only an option but a necessary choice?

However, is there also a time NOT to quit? When? Under what circumstances?

Only the open-minded and those with a hunger to be the “best in the world” need read this book and plumb the deep questions it asks. Doing so is one instance of when NOT to quit.

Seth Godin is the author of numerous international bestsellers that have been translated into over 35 languages “and have changed the way people think about marketing and work.”

He has been inducted into the Marketing Hall of Fame, the Direct Marketing Hall of Fame and the Guerrilla Marketing Hall of Fame.