This announcement is particularly exciting for me, as it is a reunion of sorts. About four years ago, while working with Fast Company's global online readers' community (arguably one of the first "social networks"), I had the idea to bring together members throughout the world for about one hour, and give them the chance to talk to Seth.
At the time, Purple Cow had just been published. What an incredible phenomenon: every one wanted to talk about it (and talk to Seth). It was relevant, because companies, organizations and individuals needed to break away from the "me too" syndrome, but didn't quite have the formula (or stories of those who did) to stand apart from the rest; to be remarkable.
Today, four years later, Seth has published a book that is equally relevant in this (Web 2.0 and beyond) world of big companies, very small companies, and individuals embarking on something new rather frequently, or building something rather rapidly - because of the low (if not nonexistent) barriers to entry.
Like Purple Cow, The Dip is timeless. It will always matter that you or your company, organization or nonprofit does something that no one else has; that you stand so far apart from the competition that if others copied you, it wouldn't matter. Similarly, facing the Dip will always be relevant, as will how you choose to rise to the challenge - by either quitting, or sweating out the hard stuff in order to conquer it.