In 10 Ways You Should Never Describe Yourself, on Inc.Com, Jeff Haden makes an extremely important distinction. He writes:

Here are some words that are great when used by other people to describe you, but you should never use to describe yourself. 

For example: motivated, creative, guru, passionate, innovative. Jeff lists 10 of them. 

I didn’t see it as clearly until I read it the way he put it. Somebody else calls you Guru, congrats. Call yourself a Guru — or passionate, innovate, creative — and, well, not so much. 

Nice post. Good point. 

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