In the Dip: 37 Weeks In

When we started Buy The Drip, we knew what we were signing up for — or at least, we thought we did.

Every week for the last 37 weeks, we’ve been writing, recording, editing, publishing, and sharing.
The newsletter, the podcast, the YouTube channel.
Because there’s nothing better than sitting down with a cup of coffee and geeking out about business, entrepreneurship, coffee, and creative ideas.

And honestly, some amazing things have happened.
Our newsletter has grown to around 700 subscribers, with a 75% open rate — insanely high for any newsletter out there.
The podcast is finding its stride too, with 1,000 to 1,500 listens per episode, slowly building a community that cares about the conversations in and around coffee.
YouTube? Well, YouTube is tough….
The Flower Story has almost 30,000 views!! but a good video for us breaks maybe 500 views…and booking guests or getting momentum is way harder than it looks from the outside!

But here’s the honest truth…
Our numbers have plateaued.

And it’s made us stop and ask the hard question:

Are we in The Dip — the inevitable, painful middle where most people quit?

Or is the plateau a sign that the content needs to evolve?

Reflecting on “The Dip” by Seth Godin

Over the years, whenever someone I know was struggling with entrepreneurship or chasing a big idea, I’d recommend a small book called “The Dip” by Seth Godin.

It’s simple…just 76 pages but it packs a big punch.
The idea is this:
Anything truly worth doing anything meaningful always comes with a Dip.

At the start, everything feels exciting. Growth happens fast. The energy is high.
But inevitably, you hit a wall.
Progress slows. Growth flattens. The early rewards fade.
All that’s left is the grind.

That’s The Dip.

Godin’s point is that this struggle isn’t random. It’s built into the process.
If you’re chasing something truly great, the Dip is normal and pushing through it is what separates the ones who finish from the ones who almost did.

But not every Dip is worth pushing through….
Some are signs that what you’re doing isn’t the right fit.
The real skill is learning to tell the difference. This is what Godin calls smart quitting versus persistent winning.

Lately, I’ve been using The Dip not just to help others but to reflect on our own journey here at Buy The Drip.

Are we still climbing the right mountain?

Is the work we’re doing connecting with the right people?

Or is there a smarter, sharper way we could be doing it?

That’s the hard part — and the exciting part (hah, depending on the day)

Where We Are

We’re proud of what we’ve built.
Proud that we’ve shown up week after week even when it felt like no one was watching. Even when it felt like maybe the next push wasn’t guaranteed to bring a win.

But we also know something is still missing….

Maybe the content needs a shift.
Maybe the message needs sharpening.
Maybe we need to listen harder.

Because we’re not doing this for clicks..
We’re doing this because coffee has given us so much, and we want to give back…. through better stories, deeper insights, and content that helps others going through their own Dip.

How You Can Help!?

We believe Buy The Drip can keep growing ….smarter, sharper, and more connected to the people it’s meant to reach.

But we can’t figure that out alone.

If you’re reading this….you can help us!

Reply to this email and let us know:

What content you love???

What you want to see more of???

What feels like it’s missing???

Forward this email to one person you think would vibe with it.
-Family, coworker, coffee friend …whoever you think would get it!

And one more thing:

Where are you feeling your own Dip right now?

We’d love to hear!

Reading: The Dip by Seth Godin. A tiny but powerful book about why starting something is easy, but mastering it is brutally hard.
Godin explains how to know when to push through, when to quit smart, and why most people give up just before the real rewards show up.

Watching: Inside Tim Wendelboe’s Coffee Roastery a short, clean behind-the-scenes of Tim Wendelboe’s roastery in Oslo.

Listening: The Tim Ferriss Show with Seth Godin. If you liked the idea behind The Dip, this conversation digs even deeper. A honest conversation about doing work that actually matters, what it really takes to push through resistance, and how to know when you’re on the right path. A perfect listen if you’re in the middle of your own Dip right now.​

Brewing: Trying to take a step back from drinking so much coffee. A tall glass of water this week 😀 

respond with a photo of your brew bar or get creative with an AI generated scene and we’ll feature and share in an upcoming week of BTD

Distance: Buy the Drip run club. Clocking some kilometers. Help us push a few more kilometers through this week?

Want to join us as we hit the road? Let’s connect on Strava! or, join our Whoop group – just respond to the email and let’s grind together!