Most leaders quit their strategy right before it would have worked.
They abandon ship when progress stalls, when the initial excitement fades, when results don’t match the timeline they had in mind.
They launch the initiative, see early momentum, then hit the inevitable wall where progress stalls.
Instead of recognizing this as the predictable middle of any worthwhile strategy, they interpret it as evidence the strategy is broken.
So they switch. They pivot. They try the next approach. And the cycle repeats.
They abandon ship when progress stalls, when the initial excitement fades, when results don’t match the timeline they had in mind.
They launch the initiative, see early momentum, then hit the inevitable wall where progress stalls.
Instead of recognizing this as the predictable middle of any worthwhile strategy, they interpret it as evidence the strategy is broken.
So they switch. They pivot. They try the next approach. And the cycle repeats.
The Switching Trap
Here’s what happens when you keep switching strategies: You never get past the hard part that separates good ideas from great results.
Every strategy worth pursuing has what Seth Godin calls “The Dip”—that challenging period where the initial excitement wears off, progress feels slow, and quitting seems rational.
You can learn to love the dip because it filters out everyone who isn’t serious about the outcome.
And that's not you.
But here's the thing, most leaders don’t know how to recognize the difference between a dip worth pushing through and a strategy that’s genuinely not working.
So they abandon ship at exactly the wrong moment.
The Strategy Commitment Test
Before you switch strategies, run your current approach through this three-part diagnostic:
1. Is This a Dip?
A Dip is a temporary plateau before breakthrough. You’ll know you’re in a Dip when:
- Early results showed promise, but progress has plateaued
- The strategy makes logical sense, but execution feels harder than expected
- You can see potential breakthrough on the other side, but it requires sustained effort
Dip diagnosis: Push through with doubled commitment and clearer execution.
2. Is This a Cul-de-Sac?
A Cul-de-Sac is endless effort with no meaningful destination. You’ll know you’re in a Cul-de-Sac when:
- You’re busy but not making measurable progress toward your goal
- The strategy keeps you occupied but doesn’t move you closer to breakthrough
- There’s no clear path from your current activity to your desired outcome
- More effort just creates more activity, not better results
Cul-de-Sac diagnosis: Stop immediately and choose a different path.
3. Is This a Cliff?
A Cliff is a strategy that gets worse the longer you pursue it. You’ll know you’re on a Cliff when:
- Continuing costs more than stopping
- The strategy is actively damaging your reputation, resources, or relationships
- Every additional investment makes your position weaker
Cliff diagnosis: Quit fast and redirect resources to something sustainable.
The Real Question
Most strategy switching isn’t about bad strategies. It’s about bad timing.
The real question isn’t “Is this strategy working?” The real question is “Have I given this strategy enough time and commitment to work?”
Most leaders overestimate what they can accomplish in three months and underestimate what they can accomplish in three years.
Your strategy needs time to compound. Your team needs time to master execution. Your market needs time to respond.
That compound effect only happens when you stay loyal to the approach long enough for the magic to kick in.
Your Next Move
Look at the strategy you’re currently questioning. Which category does it fall into?
- If it’s a Dip, commit to pushing through with renewed focus and better execution.
- If it’s a Cul-de-Sac, stop wasting time and choose a more direct path.
- If it’s a Cliff, cut your losses now.
But whatever you do, stop switching strategies every time things get hard.
Because the difference between leaders who accomplish their vision and those who abandon it isn’t the quality of their ideas.
It’s their ability to stay loyal to the right strategy long enough for it to work.