How do I self-promote without being self-promotional?

I've been trying to figure out how to self-promote without being self-promotional or sales. It's been a struggle. I worry about being disingenuous, or sounding like a narcissist, or being generally icky. But the more I do this stuff, the more I realize that it's a vulnerability thing... a skill that is useful for all of us in multiple areas of our lives.

Think about how hard it is to promote yourself at work... or on that first date... or when you're applying for a job. Self-promotion is a challenge we all have to dig into... so of course I brought it to the Sunday hikes with the guys... Here's a snip from the top of the hill: