The concept of “just a box” is from Jen Pastiloff’s On Being Human; we intentionally downplay what we’re doing because we aren’t proud, or worse, because we’re ashamed. The progress paradox is in competition and the negative side of ambition; no matter what you get, you always want more. If you’re “just an actress, just a waitress, just in retail…” you shape the entire experience using a negative connotation, therefore altering the experience entirely.