Tap Water is Worth the Dip, Because Bottled Is a Cul de Sac.
This past Saturday night, I spent the evening at Barnes & Noble, reading,
thinking and dreaming up possibilities. Of the many books I looked into, the
one I brought home was “The Dip” by Seth Godin.
“The Dip” calls itself “a little book that teaches you when to quit (and
when to stick).”
In short, it says that everything worth achieving is on the other side of a
“dip.” Dips suck, because they’re designed to suck. The bar exam. Making
it to the top of an organization. It’s so great at the top – or at least
remunerative — because so many people quit on the way up. Limited supply
and great demand equals high price. That’s the way it’s designed to be.
So you don’t quit in the dip. Not if you’re heading for the right place.
But the right place has to be “being the best in the world.” Not the best
in the whole wide world. The best in the world for someone. If you’re in the
dip on the way to getting somewhere, then lean in and keep going. Don’t
quit.
On the other hand, if you’re in a cul de sac — go nowhere, dead end,
mediocre situation – quit. Quit so you can focus on something you can be
best in the world at.
Bottled water companies ought to quit. We’re not going away. This isn’t a
dip, it’s a cul de sac. Things aren’t going to get better around the
corner. On the other hand, for those of you switching to tap, you may face a
dip worth leaning into and powering through. It’s never easy to change
behavior. But this change has so many advantages, waiting there for you on
the other side of the dip. You’ll save money, time, trash, greenhouse gasses,
climate change, the world – all by drinking the as healthy or healthier
water that flows to you right where you are.
It’s worth it. And it’s happening. That’s why we call it Tappening 
Mark DiMassimo
Co-Founder
Tappening
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