Using Freudian language, the ego denotes a sort of baseline state of a personality, but that’s not the usage I wish to convey here. Here, I wish to mean “ego” in the more colloquial sense to convey arrogance.
Always — but especially when running your own business — projecting a small ego is essential. Customers want to accomplish some goal (we hope!), and they look to vendors to provide solutions. A narcissistic ego is a distraction that doesn’t really do your customers any good.