The Art of Tootology

Some phrases are difficult to define and are usually not translatable into another language. According to some accounts, John F. Kennedy made a major German language faux pas in his famous “Ich bin ein Berliner” speech in Berlin, Germany. The more grammatically correct text would have been “Ich bin Berliner.” So instead of saying “I am a citizen of Berlin” as he intended, his thick Boston accent and the insertion of a single word could have been understood as “I am a jelly doughnut,” the “Berliner” being a type of popular pastry in Berlin. A funny story, but academics say that if he had spoken the words correctly in his accent it would have been more laughable because he obviously was not German. Anyway, politicians are noted for tooting their own horn… which happens to be an idiomatic phrase that also defies understanding and translation even in English.

There are a number of theories about the origin of the phrase “Tooting your own horn.” We immediately think of medieval times when trumpets heralded the arrival of an important person or delivery of a notable message to the people. When the horn blowing is done by oneself the connotation is one of excessive pride in highlighting accomplishments. There are several biblical references that compare such prideful behavior to being hypocritical. As a general rule, the connotation of tooting your own horn is negative, but that is not always the case.

Tooting your own horn can be annoying. – Social media has made it too easy to be careless about self promotion. A blatant display of know-it-all statements on Twitter and other outlets is frowned upon and in some outlets can be considered as spam and those posts blocked. Ironically, personal branding is about creating a marketable image that is sellable in social, business and personal affairs. There is a fine line between touting a brand and overstating an ego. Think of a queen being introduced by trumpets… then think of it as proclaiming your own majesty. That is going too far.

Occasionally self tooting is absolutely necessary. – There are times when you must toot your own horn because nobody else will. In the work environment there is a clear need to demonstrate your accomplishments to those who may control or influence your future. In particular, interviewing for a new job is one of those times where it is not bragging to talk about your skills and provide evidence that you have the work ethic and intelligence you profess to have. It also requires a generous acknowledgement of coworkers and others who contributed to your success.

Mutual tooting is a form of collective endeavor. – Partnering with others on a team will often require promoting the project instead of self. Identifying with the project or company can be a form of personal branding when all team members are equally supportive of the efforts of others. The legitimacy of collaborative intelligence is enhanced when a credible and cohesive unit performs together and self promotes the effort. The output of the collective exceeds that of the individual, but the individual will gain respect and influence by being a part of the team.

Tooting someone else’s horn also gives self recognition. – For the same reason that tooting your own horn can be seen as prideful, singing the praises of another is seen as an example of generosity, a favorable personality trait. Acts of giving that are sincere and done without promise of reciprocity are considered one of the greatest signs of kindness in a person. Transparent quid pro quo endorsements and recommendations give the opposite impression and calls to question the validity of the compliment, especially in social media outlets like LinkedIn where the endorsement requires only the push of a button.

The next time you hear somebody singing their own praises, beating their own drum, or tooting their own horn, remember to take it in context. We are all faced with the need for maintenance to our images and sometimes it is necessary to cautiously approach the boundary of annoyance without crossing over.

 
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