I love the saying, “If you stand for nothing, you will fall for anything.” Be confident in your ability. You are doing what you are doing for a reason, and more likely than not, you know what you are doing. If you don’t, stop doing it! I find that just acting confident will solve most situations. A good leader is super confident, but that’s not to mix confidence with arrogance. Arrogance is actually the full-on lack of confidence. Be cool, legit cool. Cool, calm, and confident wins every day of the week.
When it comes to marketing functional but not particularly exciting products, there is no point trying to pull the wool over people's eyes with buzzwords and sparkle; rather share how it makes their life better.