Avoid This Phrase

“It’s good. For what it is.”
For example, if you’ve done an okay pharmaceutical ad, you’re saying it’s good, considering the majority of pharmaceutical ads are awful.
But that’s just being a giant in a company of dwarves.
And the scariest thing about this phrase is that, used too frequently, it can easily be applied to your career.
“I haven’t won many awards. I haven’t really built any brands or even my own company. And I haven’t really created anything of value. But my career’s good. For what it is.”
(Shudder.)
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