If you're a Brit reading this book - or from any other country where modesty rules - congratulations! You've already overcome the biggest cultural hang-up to your personal brand: that it's 'not the done thing'

to have one, let alone tell anyone else you have one. After all, arrogance is not an attractive quality. So here's the good news: the book you have in your hands is especially written by a Brit (me) for Brits (you) to avoid the arrogance entirely and provide a guide to subtly blowing your own trumpet without sounding like an idiot.