Ship

This ten stars rating is pretty standard in advertising used by several agencies including JWT or Leo Burnett. Here is what we mean by it on AotW borrowed from JWT:

1 star: Damaging. The work is damaging to the client and the agency.
2 stars: Wasteful. People will avoid this work. It's a waste of clients and agency's resources.
3 stars: Boring. Both the idea and the execution is ordinary. The customer will tune out before it's finished.
4 stars: Predictable. Soundly executed but bland. People have seen it before and will get to the end of message before you do.
5 stars: Competent. The idea is told an interesting way or it is well executed. People will give you the time to complete your message.
6 stars: Rewarding. This work will get noticed. People will feel rewarded having spent time with it. Its impact will linger longer than the duration of the message.
7 stars: Innovative. This is innovative work and the best example of its category in its region. People will want to see it again.
8 stars: Market Leading. This is the best work in its category in the world. It leads the market and people will rethink their perception of the brand and the category.
9 stars: World Class. This work competes with the very best ideas in the world. People are talking about it. It will make the brand, client and agency famous.
10 stars: World Beating. This sets a new standard in the world of communications. It is an entirely new idea that is highly involving. It is being talked about worldwide.

Here is Leo Burnett's system, which is very similar:
1 – Appalling
2 – Destructive
3 – Not competitive
4 – Cliché
5 – Innovative strategy
6 – Fresh idea
7 – Excellence in craft
8 – Big idea
9 – New standard in creativity
10 – Best in the world