ReadWriteWeb

Quitting is one the easiest things there is to do. When we face a challenge that appears insurmountable, we would sooner give up and try something else rather than push through the pain of that challenge. But the truth is, trying something else is only going to lead towards another challenge, and becoming a serial quitter is most definitely not the right path to head down.

Seth Godin, author of the bestselling books Purple Cow and the more recent Linchpin: Are You Indispensable?, is also the author of 2007's The Dip: A Little Book That Teaches You When to Quit (and When to Stick). According to Godin, while quitting is often a poor snap decision made under stress, under the right circumstances it is a smart choice for turning around a dead-end situation.

We all love the David and Goliath story. What about David vs two Goliaths? That is the improbable story of Zoho, the Web Office startup competing head on with both Microsoft and Google. On top of that, Zoho is from India and who ever heard of a product company from India? Indeed Zoho has only 10 people in America, yet it is winning really big enterprise accounts in head to head evaluations with both Goliaths. What's more, they have not taken a dime of external money - having bootstrapped it from the start.

At Web 2.0 Expo in New York this week I met up with Raju Vegesna, one of Zoho's founders, to find out how they're succeeding despite the odds.