By S. Cory LattucaDirector of Training and Operations

It probably goes without saying that we are living in challenging times and the ability to pivot is paramount. As is the ability to remain relevant and top-of-mind. Regardless of the type of business you run or the type of service you provide, self-promotion is more important now than ever.

Self-promotion isn’t that easy, especially when you are so used to promoting others.

I recently had the opportunity to help Kim and Celia, my bosses, apply for a Woman Owned Business grant. One of the requirements for the application was to include a 2-minute video about Ignite Creative Services, its history and its mission. Sounds easy enough, right? Just sit in front of a camera and tell a story that you have told hundreds of times before. Well, it turns out that once the camera is rolling, not everything is as easy as it seems. Stories told countless times over the years, all of the sudden become difficult to tell again when the camera is rolling. Words and phrases you’ve shared thousands of times suddenly become tongue twisters.

While the interviews were far from bad, they were missing some of the spark that made these two the Kim and Celia that I know and love (I mean, these are two people that convinced me to leave my job of 18 years to join them!) That was when it occurred to me, the problem wasn’t that they couldn’t do it, it was that they felt like they were trying too hard to make a point, instead of just being who they are. Finally, we took a step back, and gave them one simple request – forget the camera and just talk to us. Tell us what you tell us every day, and turn the people watching this video into the same believers that the rest of us are. That was all it took, the simple reminder that just being who you are is enough.

The takeaway here is that there is no shame in self -promotion. There is nothing wrong with taking credit for your work. Hell, if you don’t, someone else will. So, say it out loud, shout if from the rooftops if you have to! Be proud of who you are and be proud of what you have accomplished. That confidence can be the thing that makes the difference in signing a new client, nailing a pitch or landing a new job.