There Is No Such Thing As a Secret To Success

How smart people get suckered into gambling with their business

Joe Procopio
4 min readApr 20, 2023
image by kamran aydinov

If someone is offering you the secret to success, run away.

Seriously, I can’t think of a more poorly-coded turn-of-phrase to describe a money-grab. In fact, it just seems dated and lazy. It’s like some copywriter somewhere didn’t take the time to dig into what the circus clown in question is actually selling — or they couldn’t be bothered to at least paint an original word picture around a well-rehearsed litany of platitudes.

I know the secret to success. No, for real this time — don’t run away.

But you’re going to be disappointed.

You know all those investor gurus that make a living selling their secret to investing? It’s the same thing.

Here’s the secret: Buy low. Sell high.

Here’s the problem: Unknowns.

No one knows what’s actually going to happen in the real world.

In business, even if you’re running a paint-by-numbers operation with a track record and proven methods and honest marketing, there are going to be enough unknowns once you hit the pavement to put both your success or failure in a world of doubt.



Joe Procopio

I'm a multi-exit, multi-failure entrepreneur. NLG pioneer. Building & GROWERS. Write at and More at