Small hassles and extra steps can sharply reduce action.
More quotesSelf-awarded adjectives are IOUs written to yourself. “Realist” asks the reader to extend credit before seeing a single practical decision.
The biography says “realist”.
“Compared with whom?”
“Idealists.”
“Which ones?”
“You know. People who ignore practicalities.”
“Name a practicality you noticed.”
Silence.
Using a self-awarded label asks the reader to grant credit before seeing any conduct. “Sceptic” implies superior critical thought. “Maverick” claims bravery while keeping the risk itself conveniently vague. “Straight talker” often appears immediately before an unnecessarily rude sentence.
The label also makes criticism harder. Challenge the “realist” and you become naïve. Object to the “straight talker” and you dislike honesty. The flattering description already defines disagreement as a character flaw.
Companies adore the same bargain. A conventional offer calls itself disruptive. A hidden support form sits beneath “customer-first”. Nobody can falsify “innovative” because no event, standard or date has been supplied.
Ambition can be stated more honestly. “We aim to answer within an hour” creates a visible standard and the possibility of failure. “Customer-obsessed” awards the certificate before anyone has tried to cancel.
Third-party praise needs detail too. “Brilliant and innovative” could be politeness. “They changed the plan when the test failed” describes conduct somebody else observed. The adjective can follow if readers want it.
The editor asks for two decisions instead. One plan changed when testing contradicted it. One awkward result was published despite internal objections. Either may support the reputation the adjective wanted, and both can be checked.
“Could we keep realist in the final line?”
“Why?”
Of course it feels like them. That was never evidence that the word belonged in a biography; it was evidence that the flattery worked.