I would like to add a twist to this. Bad guys do hog the limelight, in exceptional cases (Steve Jobs is an example). However, being a bad-ass doesn't guarantee success and you may not be able to look yourself in the eye. On the other hand, being nice doesn't guarantee success too. However, you can still walk around keeping your conscience high. It's not what works, it's what you want to be.
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To add my $0.02: it isn't "good" or "bad" that wins. Its skill, ability, responsibility, etc.. It just so happens that if you're an aggressive jerk, you're more inclined to aggressively oversell yourself, as opposed to the stereotypical "good guy" who tends to undersell but overdeliver or be more generally realistic.