This is a thing which I've also seen in applications for investment and by job candidates. We socialize to avoid "bragging" / "tooting your own horn." Many people overcorrect against this. Restrained professional confidence is a very good skill to work on.https://twitter.com/tylertringas/status/1124331908211662850 …
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Longer-term I suggest thinking of self-promotion the same way you do about self-cooking, self-writing, self-filing-the-taxes: if you don't pay a professional to do this it is unlikely someone will do it for you for free w/o an existing relationship so it's pretty much on you.
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Can one potentially overdo it? Yes. But people who are worried about being self-promotional are, in my experience, not within astronomical units of the line, and people who are over the line have not worried for a single second in their lives about whether a line exists.
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