Avoid clichés like the plague, I've told would-be journalists over the years. Our media are riddled with them – clichés, not plagues, although some of us no doubt find the media to be a plague. (Hi Schabir!)
So when I see things like, "rags-to-riches", "self made man", "iconic brand", "triumphing against all odds", "crippling adversity", my eyes kind of glaze over.
Except it's occasionally true.