It takes courage to do good marketing.
To be a guide, not the hero of the story you're telling.
To reject buzzwords and jargon - especially your organization's buzzwords and jargon - when you communicate.
To avoid being odd or unique, dissing others (implicitly or explicitly) to feel special about your niche, to differentiate yourself.
To find your best audience rather than always chasing everyone, everywhere.
To build your brand, without apology.
To give away value and be the plug.
To know the difference between marketing and sales.
It takes courage - good marketing takes courage.