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Do both with confidence. It’s great to be able to say that you are proud to have been able to do great things/help with great things. And that you are also aware that you have things to work on
Want to say that I relate to OP. I used to hate it. But it takes practice, like anything else. Being straightforward about your weaknesses increases the credibility of your achievements. Also, it helps me write enthusiastically about my achievements when I frame them in terms of my team, my clients and my goals.
Rising Star
Are you a woman, by chance? What helps me is to remind myself that most men don’t think twice about sounding boisterous - they put their achievements (and those of teams they were on) out there for everyone to see!
Not necessarily. Even the CCO has to justify it. They have a budget for the entire department and have to decide how it gets split amongst everyone. So if you're not going to highlight what you did to deserve a bigger piece, I'm going to take yours by stating confidently that I'm an asset to the department because I worked on X, Y, and Z - which is up for some award - and because what I feel I need to work on is skills above my level to help me grow the account in the future.
Think of it in terms of business value, what is quantifiable, and what is structural/soft/people skills. Remember your eval is just a track record for the organization, not a report card. Take emotion out of it and think about how to make it useful to yourself and your boss as a roadmap for your career
Orient the things to improve within time and around skillsets you want to develop further, so that this time next year you can say, “I wanted to grow into leading XYZ and in 12 months I have lead and delivered XYZ 4 times”
ask someone to do it for you
Do it the 3rd person. Pretend you are reviewing someone else’s work — or like you’re interviewing someone.
Just write down what you see
This good.
This sucks.
This was great.
Worked on a tough team.
This was okay work but increased sales by x%
This work increased CTR but didn’t like the idea.
Etc.