Here's a quote, around 7:30in, from architect Frank Gehry:
Your best work is expressing yourself. Now you may not be the greatest at it, but when you do it, you're the only expert in it.
When I teach students in architecture, I try to get them to understand that they have a signature. Their body, their hand-eye coordination, their biological makeup, does make them write their name differently than I write my name.
It's why you hear so much the advice that you should go personal. You're the biggest expert in the world when it comes to talking about yourself.