It's about you

I have no intentions of writing a political blog, but in watching Barack Obama's speech tonight accepting the Democratic nomination for President, one of his messages was that his campaign was not about him, it was about "you."

Its brilliant sales messaging. "What I'm selling, I'm not selling for me...I'm here selling this for you."

There's always a risk of believing your own hype. It's much more effective to think about and describe how what you are doing is helping others achieve their goals.