Effort - a myth?

I am a pretty big fan of Seth Godin's thoughts. I read his blog pretty regularly and have read some of his books. He recently had a post about effort and luck.  I think everyone should read the post. 

In the post Seth says "the paradox of effort: While luck may be more appealing than effort, you don't get to choose luck. Effort, on the other hand, is totally available, all the time."

Click here to read the post in its entirety.