I find `competence + self-promotion + potential` to be a conserved quantity in business. This leaves room for ambition and humility.
This is interesting, and I think I agree. I tend to view those who self-promote too often as either arrogant or compensating for lack of ability; but if you don't self-promote at all, e.g. in the 'good' way via marketing, I see it as a lack of ambition or confidence because they don't let anybody know about them or their work.