The visibility created by effective self-promotion has benefits for the individual. But as we’ve seen in the previous examples, choosing to avoid self-promotion doesn’t lead to a neutral outcome. Leaving self-promotion to the most vocal or the most shameless has a cost to individuals, groups, and organizations.

If you are an experienced, successful manager, it’s likely that you’ve benefited in some way from self-promotion. You probably have experienced the value of having a boss who is your advocate or the reward of working in a highly visible group. You may have been buffered from a self-aggrandizing coworker. It’s even possible that you have gotten where you are based more on style than substance.

Even among high-performing ...

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