Everything we do that's important is the result of conflict. Not a conflict between us and the world--a conflict between us and ourselves.
We want to eat another dessert but we want to be healthy and skinny as well. Who is we? Who is the self in self control, and who is being controlled?
We want to stand up and make difference and we want to sit down and hide and be safe.
We want to help others and we want to keep more for ourselves.
It's not a metaphor, it's brain chemistry. We don't have one mind, we have competing interests, all duking it out.
This conflict, the conflict between I and me, is at the heart of being human. One side sells the other. Like all kinds of marketing, it's far more effective if you know your audience. You will do a better job of telling a story (to yourself) if you understand who you are marketing to. In this case, I is marketing to me (and vice versa). The marketing is going on in your head...
Successful people have discovered how to be better at self marketing.