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Rand Fishkin shares his "secret to great X"

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    Why “The secret to great X is…” infuriates me:

    • It implies there’s only a single element standing between mediocrity and greatness, when in fact, there are usually dozens, sometimes hundreds.
    • The word “secret” suggests that the person employing the phrase knows something you don’t, and that this knowledge is hidden, rare, and difficult to uncover.
    • This phrase glosses over the idea that “greatness” is a matter of personal taste, timing, context, and a plethora of other subjective criteria.
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      His post title was actually: "The Secret Is… There Is No Secret."

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        Leo is actually quoting Randy. It's the core message of the post.

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