I was recently involved in an interview for a new project with a client with whom my firm has been working for the last 25 years. We have designed all their major buildings, overseen several modernizations, and our institutional knowledge of their processes is, I'm sure, more extensive than our competitors. However, going into this interview, I was glad to see the firm's owners recognize that we should take great care not to be seen as cocky, not to think of ourselves as a shoe-in for this new work. Clients change, demographics change, technologies change, needs change. Other architecture firms being interviewed are certainly capable of doing what we do -- documenting, analyzing, designing -- otherwise they would not be in the short list and the interview process.  Recognizing that fact and speaking about what particular qualities your firm brings to the table allows you to differentiate yourself without being presumptuous.  You are able to compliment the interviewer's intelligence in winnowing firms to meet with and then reduce the discussion to an area of your expertise, an area in which you can add real value. I was pleased to be involved in the interview process, and will remember this one for future RFQ's and upcoming projects.  Humility - disarmament and differentiation.