Writing for Harvard Business Review, Sarah Green Carmichael approaches self-promotion with a skeptical, perhaps eye-rolling attitude. But being open-minded, she dove into the available literature to make a better judgement. Observing works like Promote Yourself: The New Rules for Career Success and Ready to Be a Thought Leader?, she found some valid insights here and there but was ultimately unswayed.
Instead, she agrees with and appreciates more her fellow HBR colleague Tomas Chamorro-Premuzic’s book, Confidence: Overcoming Low Self-Esteem, Insecurity, and Self-Doubt, which among other things tracks a substantial increase of narcissism in society since the 1950s. In some cases, it could be possible that the people with low self-confidence actually succeed more often; they are constantly working harder to improve and accomplish more because they never think their work is good enough. In this light, “high competence” is more important than “high confidence.”
For more of this of contrarian perspective, you can view the full article here: https://hbr.org/2014/01/the-perils-of-self-promotion