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being genuine
J. Haden, Stop Using These 16 Terms to Describe Yourself, 2013. [Online]. Available: http://www.linkedin.com/today/post/article/20130117141235-20017018-stop-using-these-16-terms-to-describe-yourself?trk=mp-details-rc.
Because I've heard so many people and businesses claiming to be the best, this article really struck a cord with me. I'd add to this list, never claim to be "The Best!"