Ohhhhhh..

I was running an erand and it came to me. We were talking about envy. That useless emotion, envy. Now it makes more sense, doesn't it?! That by exploring envy one can discover what they want, but maybe can't admit to or aren't fully aware of.
We were also talking about the viscious cycle of wanting, feeling optimistic, then squashing that optimism with things like not being deserving, being 'too' something (old, fat, broke, etc), then ending in despair again.

So the slogan thing was part of discussing the cycle.

We were also continuing of a discussion about how it takes so much energy to not let in good feelings, to not allow myself to believe that I have good qualities, work skills, etc. The things I do to negate those good feelings, etc. Like making comparisons to others that leave me feeling lacking. Mental self harm, I guess you could call it.

So, now that I can recall the context, it makes a lot more sense and sits so much better with me.