Yes, it's back again. The time of year where Britain's very own Andy Murray is simultaneously lauded, for his playing ability, and criticised, for his somewhat lacking character, in equal proportions.
But what can the Scotsman do to finally reach glory at SW19 and become the worlds premier tennis player? Tennis fans in the UK is undoubtedly relieved that the days of the perennial semi-final frustrations of Tim Henman and Greg Rusesdki are long gone.
Andy Murray has rejuvenated the spirit of British Tennis in a way that no player, male or female, has done in the country since the days of Fred Perry (a name that will be mentioned countless times this week).
But now that he's so close to the summit of world tennis, none of us want to see him settle for second best. This begs the question - what can Murray do to finally become the best tennis player in the world and propel himself towards regular Grand Slam successes?
As you would expect, the answer to this question is that it's all in the mind. Sure, Murray could be technically better. His first serve percentage needs to improve from the 58 percent he recorded in his first round match against Benjamin Becker.
Especially seeing how effective it is (80 per cent of first serve points won in the same match) when he does put them in the service box. If anyone watched much of Novak Djokovic a few years ago, in the days when Murray was considered to be his superior, they'll remember the outrageous tantrums he used to throw even when he was winning comfortably.
Now though, Djokovic, for the most part, tends to keep his cool, and this appears to be a huge factor in what has made him the no.1 ranked player in the game today. In the first round, despite cruising to victory and being in control for the entirety of the match, Murray showed signs of frustration, particularly when he faced an early break point in the second set, agitatedly craning his neck and cursing to himself.
This isn't a major issue on it's own but when you consider the implications it has for tighter matches it's something that Murray needs to work on.
He has to keep his toys in the pram and his mind on the next point, in a Federer-esque manner, to realise his full potential and achieve exponential success in years to come.
If he keeps a cool head on a more regular basis, then there is no reason why Andy Murray can't be a Wimbledon champion and the World's number one sooner rather than later.
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