Words that tell you the job is dead in the water. No1.

It usually happens like this:

You "What d'you think then?"

Suit " Sure, yeah I like it, it's good..."

You "But..?"

Suit "But I think what they're really after is something that Does Exactly What It Says On The Tin."

At least, that's what you think he said. What you actually hear is:

"Don't give me any of your clever, clever stuff, creative boy. I've got a client that doesn't know a bon mot from Bon Jovi and I don't want anything that's going to challenge him, or anyone else, or do anything  but state the bleedin' obvious in words of one syllable or preferably less."

And that's why I hate Does Exactly What It Says On The Tin. Because it's been appropriated by people with no balls to justify work with no imagination.

So the next time you hear it, accept the inevitable. Put down the phone. Take a deep breath. And do Exactly What it Says On The Tin.