I'm sure you have heard the saying that beauty is in the eye of the beholder. Rand Fishkin explains how to remove the blindfold and make objective decisions to move businesses forward. He compares babies and parents to Web sites and owners, suggesting that we all see the beauty in our own creations. He suggests, among other things, that we look at the data when determining the performance of Web sites. A data-driven approach can be very insightful in terms of convincing a manager or the management or a team or client that the Web site needs improvements to move the business forward.