Their humor is usually self-effacing. For example, Rockefeller almost never used the word "I" - Standard Oil and the company was always referred to as "we" - unless he was telling a joke. Herb Kelleher was featured in a series of commercials for Southwest in which his employees took turns making fun of him, a self-effacing style he used in public and private. He once arrived at a dance for airline executives wearing a tutu and smoking a cigar. Martha Stewart appeared as herself on David Letterman with Martha Stewart's Worst Tips for Living. Number eight? "Add glitter to every damn thing you own." At the end of my interview with Craig Venter, he said, "I've talked a lot about myself." To which I said, "That was the point." Venter shot back, "As my PR guy says, 'It's always just about you, isn't it?' " Sidney Harman did a brief stint as a part-time president of an experimental college before he was let go, quipping: "I left as I came, fired with enthusiasm." David Gergen noted that "humor was the one place where [Ronald] Reagan might easily talk about himself." Reagan was able to joke about his age, the assassination attempt (telling the press "I forgot to duck")., his movie background. In a way, he was pointing out his weakness before anyone else could, a tactic that defused criticism