The tension between putting yourself out there and keeping your ego small. Personal branding asks you to beat the drum: look at me, look at what I’ve done. What I want to be is modest and of service. I’m aware of the irony of saying that in a published interview. So I use a test: am I sharing this because someone might use it, or because I want to be seen? The first is generous, the second is noise. Telling them apart is the hard part — but asking the question usually settles it.