The Humblebrag Paradox of Self-Promotion: A Lutheran Speaks.

Growing up in the Midwest, I was raised with a set of values that emphasized humility, hard work, and letting your actions speak louder than your words. Self-promotion was often seen as a dirty word associated with bragging and an inflated sense of self-importance. But as I've navigated my career, I've realized that a certain degree of self-promotion is acceptable and necessary in our professional world.

The Struggle Within

For many Midwesterners, the idea of self-promotion feels inherently uncomfortable. We're taught (or that is just what happens) to put others first, downplay our accomplishments, and let our work speak for itself. The notion of actively promoting ourselves can feel like a betrayal of these deeply ingrained values.

I've personally struggled with this dichotomy throughout my career. I've watched colleagues with less experience and expertise climb the ladder faster simply because they were more adept at self-promotion. I've hesitated to share my own successes, fearing that it would come across as bragging or self-serving.

The Lutheran Paradox

As a Lutheran, I've often heard the joke:

You can tell if a Lutheran is an extrovert by whether they look at the other person's shoelaces during conversation rather than their own.

While this may be a humorous exaggeration, there's a kernel of truth to it. Lutherans, like many Midwesterners, are often stereotyped as being reserved and introspective, with a strong emphasis on humility and self-reflection. We will not all nail a proclamation to a door and cause a world scism.

But just as there's a paradox in the world of self-promotion, there's also a paradox within the Lutheran faith. We're called to serve others and put their needs before our own, which requires a certain degree of outward focus and engagement.

Perhaps the key to navigating both the Midwestern and Lutheran paradoxes is to find a balance between introspection and extroversion, between humility and self-advocacy, and between serving others and promoting our own unique gifts and talents.

Building a Brand vs. Making a Living

Let's look into the world of personal branding. I've come to understand that there's a distinction between shameless self-promotion and simply showcasing your skills and experiences in a way that helps you build a successful career.

Having a strong personal brand is no longer a luxury – it's a necessity. By showcasing your unique talents and perspectives, you can attract new opportunities, build credibility in your industry, and ultimately make a living doing what you love.

Humblebragging: How to Avoid the Cringe Factor

One pitfall of self-promotion I've witnessed far too often is the dreaded "humblebrag." You know the type: those social media posts that attempt to disguise bragging as self-deprecation or false modesty.

As Charlotte Day points out in her insightful LinkedIn article , humblebragging often has the opposite effect of what's intended. Instead of making the person seem likable or relatable, it can be insincere and even cringeworthy.

So, how can we promote ourselves without falling into the humble bragging trap? Day suggests focusing on authenticity and vulnerability. By sharing our struggles and failures alongside our successes, we can create a more honest and relatable narrative around our personal brand.

The New York City Paradox

In contrast to the Midwest, places like New York City are often associated with a more aggressive approach to self-promotion. The "ritz and glitz" of the big city can feel like a far cry from the humble values of the heartland.

But perhaps there's a middle ground to be found. Perhaps we can learn to embrace self-promotion in a way that feels authentic and aligned with our values. By focusing on how our skills and experiences can benefit others, we can promote ourselves in a way that feels less like bragging and more like service.

Finding Comfort in Discomfort

I'll be the first to admit that self-promotion still doesn't come naturally to me. It's a skill I've had to actively work on developing, and sometimes it feels uncomfortable or forced.

But I've also realized that growth often lies outside our comfort zones. By pushing ourselves to embrace self-promotion in an authentic and purposeful way, we can open up new opportunities and build the careers we've always dreamed of.

A Call for Perspectives

As I continue to navigate this paradox of self-promotion, I'm curious to hear from others who may be grappling with similar struggles. How have you learned to promote yourself in a way that feels true to your values? What strategies have you found effective in building your personal brand while avoiding the pitfalls of humblebragging?

I invite anyone reading this to share their own experiences and perspectives in the comments below. Let's start a conversation about embracing self-promotion in a way that feels authentic, purposeful, and aligned with our values.

Embracing the Paradox

At the end of the day, I've come to accept that self-promotion is a necessary part of building a successful career in today's world. While it may never feel entirely comfortable for some of us, there are ways to approach it that feel authentic and purposeful.

By focusing on how our skills and experiences can benefit others, building genuine relationships, and staying true to our unique voices, we can navigate this paradox of self-promotion with integrity and grace. And by avoiding the temptation to humblebrag and instead embracing vulnerability and authenticity, we can create a personal brand that truly resonates with others.

So let's embrace the discomfort, my fellow humans. Let's find ways to showcase our talents and build our personal brands in a way that feels true to who we are. And most importantly, let's never forget the power of a strong work ethic, a humble spirit, and a commitment to serving others along the way.