Why Professionals Hate Self-Promotion (And How to Reframe It Forever)

"I'm just not comfortable promoting myself."

I hear this from every professional I work with. Smart, accomplished leaders who've driven millions in revenue, led massive teams, and solved complex problems.

But ask them to post about their wins on LinkedIn?

Crickets.

Here's the thing: You're not actually uncomfortable with self-promotion. You're uncomfortable with what you *think* self-promotion means.

The Promotion vs. Bragging Confusion

Most executives think self-promotion looks like:

• "Look how amazing I am!"
• Humble-bragging about success
• Taking credit for team achievements
• Being "that guy" (or gal, girls can be narcissists too) at networking events

No wonder you hate it. I hate that too.

But that's not self-promotion. That's ego-stroking.

Real self-promotion for executives is something completely different.

What Self-Promotion Actually Is

Self-promotion is making your expertise findable by people who need it.

That's it.

When a CEO is struggling with scaling operations and they need help—shouldn't they be able to find you?

When a board is looking for someone who's navigated digital transformation—shouldn't your name come up?

When a PE firm needs interim leadership during integration—shouldn't you be on their radar?

If you don't promote your expertise, you're actually doing those people a disservice.

The Service Mindset Shift

Stop thinking: "How do I get people to hire me?"

Start thinking: "How do I help people find the solution they need?"

Before the shift: "I increased revenue by 40% in my last role" ← This is about you

After the shift: "Here's the framework I use when revenue growth stalls in mid-market companies" ← This is about them

See the difference? One is bragging. The other is teaching.

The Executive's Guide to Authentic Self-Promotion

1. Lead with the problem, not the praise Instead of: "Proud to announce our successful merger" Try: "Three things I learned about cultural integration during a $50M acquisition"

2. Share frameworks, not just outcomes Instead of: "Increased team productivity by 60%" Try: "The productivity audit framework that revealed $2M in hidden inefficiencies"

3. Credit the team, own the strategy Instead of: "I led the turnaround" Try: "How we identified the three levers that turned around a struggling division (and the amazing team that executed it)"

4. Address real challenges your audience faces Instead of: "Another successful quarter" Try: "What to do when your best performers start quiet quitting"

The Authority vs. Arrogance Test

Ask yourself: "Am I sharing this to help or to impress?"

To help: Actionable insights, lessons learned, frameworks others can use To impress: Vague accomplishments, name-dropping, humble-bragging

To help: "Here's what I wish I'd known before my first board presentation" To impress: "Just wrapped up another successful board meeting!"

The first builds authority. The second creates eye-rolls.

Your Expertise Is Someone's Solution

Right now, someone is struggling with exactly the type of problem you've solved dozens of times.

They're googling. They're asking their network. They're hiring expensive consultants.

If you don't share your expertise, they can't find you.

And here's the kicker: The higher your level, the more people need what you know.

Junior employees share tactical tips. Senior executives share strategic frameworks.

Your "basic" knowledge about M&A integration, digital transformation, or scaling operations? That's advanced-level insight for someone who hasn't done it before.

The Compound Effect of Visibility

When you consistently share valuable insights:

• Your network remembers you when opportunities arise
• Recruiters find you for better roles
• Potential clients see you as the expert
• Other executives want to collaborate with you
• You become the obvious choice when someone needs your expertise

This isn't self-promotion. This is strategic visibility.

Start Where You're Comfortable

Week 1: Comment thoughtfully on posts from people in your network

Week 2: Share an article with your perspective in the comments

Week 3: Write one post about a lesson learned (focus on what others can learn)

Week 4: Share a framework or process that's worked for you

Notice what I didn't say? Post daily. Go viral. Build a personal brand.

Just start making your expertise findable.

The Bottom Line

You've spent years building expertise that could help solve real problems for real companies.

Keeping that expertise to yourself isn't humility.

It's hiding.

And in today's market, executives who hide don't get found.

The choice isn't between self-promotion and staying humble.

The choice is between being findable and being invisible.

What's one insight from your executive experience that could help someone else avoid a costly mistake?

Share it in the comments. Practice making your expertise findable.

The people who need your knowledge are looking for you. Make sure they can find you.

Speaking of findability: coming this Thursday we are hosting a Speed Networking event to help you build a team of referral partners who are serving your perfect client NOW. To register, click HERE