I never paid much attention to the whole notion of the 10,000 hour rule. You know, the rule that says it takes around 10,000 hours to master something. It just always sounded to me like a random high number someone just pulled out of thin air. After having spent the equivalent of 10,000 hours learning, working in, and teaching conversion optimization, I now understand the significance of putting in the time to achieve proficiency in a skill. But I also know that not everyone has that kind of time to devote to something.....so I wrote a book!