I'm currently working on a design project for a large multinational communications agency. This system for judging creative work is posted on the wall.
01 - DAMAGING : This work is worse than a waste of time. It is damaging to the client and us. You'd be better off staying at home.
02 - WASTEFUL : This work is a waste of time. People will actively avoid it. You have wasted both the client's time and your own resources.
03 - BORING : Both the idea and the execution are ordinary. The customer will tune out before it's finished.
04 - PREDICTABLE : This is soundly executed but bland. People have seen it all before and will get to the end of the message before you do.
05 - COMPETENT : This idea is told in an interesting way or it is well executed. People will give you the time to complete the message.
06 - REWARDING : This work will get noticed. People will feel rewarded having spent time with it. Its impact will linger longer than the duration of the message.
07 - INNOVATIVE : This is innovative work and the best example of this category in the network. It's refreshing message and execution will ensure that people will want to see it again.
08 - MARKET LEADING : This is the best work in this category in the world. It leads the market and people will take the time to rethink their perception of the brand and the category.
09 - WORLD CLASS : This competes with the very best ideas in the world of communications. It is an entirely new idea that is highly involving. The audience will spend time exploring and playing with the idea.
10 - WORLD BEATING : This sets a new standard in the world of communications. It is an entirely new idea that is highly involving. The audience will spend time exploring and playing with the idea. It is being talked about worldwide.
It's a great lens through which to view your ideas.
The only question you have to ask yourself is: Do I have the balls to live by it?