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"Fine" is a four-letter word that begins with F.

When it comes to succeeding in today's competitive marketplace, "fine" is just as vulgar and undesirable as the other four-letter word that begins with F. If your reputation is "fine," you're in trouble. People rarely get excited in life about things that are fine, and they rarely have emotional connections to them.

Include with "fine" words like OK, adequate, acceptable. And remove all of them from your vocabulary.

If you were to win the marketer of the year award this year, what would you win for?

Those of you who have spent some time in the corporate world have been conditioned to become "fine" by focusing on your weaknesses. Let me explain. When you met with your manager for your most recent annual review, she told you how fantastic you are and then identified the areas where you need to improve. She then worked with you or asked you to develop your professional development plan to improve in those areas.

Marcus Buckingham, coauthor of Now Discover Your Strengths, says this: "Guided by our parents, our teachers, our managers and by psychology's fascination with pathology, we become experts in our weaknesses and spend our lives trying to repair these flaws, while our strengths lie dormant and neglected."

Working on improving your weaknesses will help you become better at the skill you weren't excelling at. Over time, you will improve in a lot of these areas, and you will come eliminate some of your weaknesses.

This is great if your goal is to be known as the person who is average at a lot of things. But think about it. Do you ever get excited about things that are average? Are you loyal to products that are fine? Do you think Apple's evangelists would be more attached to Apple if it spent less time being creative and innovative? Would Ritz Carlton customers become more loyal if it changed its focus from being the best in delivering superior service?

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image of William Arruda

William Arruda is a personal branding pioneer, the founder and CEO of Reach Personal Branding, and the author of Ditch. Dare. Do! 3D Personal Branding for Executives.

Twitter: @williamarruda

LinkedIn: William Arruda