[neilv]

FWIW, American cultural attitudes about this seem to vary widely (as far as I have a basis to compare), and many who do self-promote reserve that only for professional contexts.

Coming from an American environment in which "boasting" was discouraged, the seemingly necessary self-promotion around some universities was unfamiliar.

I still naturally prefer to say "we" when speaking of business successes, though all the coaching for resumes and interviews advises the opposite.

Possible tip for people programmed against boastfulness: Consider the scenario of being interviewed, when you keep naturally saying "we", praising colleagues, etc. Imagine that the interviewer is not understanding, due to culture gap, and is underestimating you in a way that threatens your survival. You might find yourself naturally making arguments for your value, which is closer to what that interviewer expects. Remember those arguments, and reuse them in similar contexts, with less of an insecure tone. :)