Yes, the execution when it comes to self promotion is very important. No association, but I really like this answer[0] from CloudSponge, saying why their product is best on a thread asking for alternatives. What could have been very slimy comes across as genuine and helpful. It nearly converted me to a CloudSponge user when I came across the question while looking for alternatives.
this is pretty much what I've done in for my startup http://documize.com but seems like Quora is bashing down now on any self promoting outgoing link, I think they are now under pressure to make more revenue from their ads
[0] https://www.quora.com/What-are-the-alternatives-to-CloudSpon...