This is an excellent and fair question — I wish people asked it more often. There’s a huge world of self-improvement writers (and in my case also tool builder and trainer and community organizer) and I think all of us should have to answer to what our philosophy and motivations are.
On the philosophy front — it’s important just to signal to the reader whether the advice is going to fit with their own world view.
My philosophy is performance oriented, and that’s different than fixing people who are in crisis (12-step) or pursuing enlightenment (religion). I like this space because I find accomplishments that required hard work to produce a long-term sense of satisfaction and pride that puts a person higher on Maslow’s pyramid so that that person can then be healthier and more generous with the people around them.
Regarding my ego… this is my job. I built a business to help people and for awhile that job was at risk because we weren’t profitable. That risk has mostly gone away, so now I’m driven by more natural ambitions which is mostly (see above) an interest in performance. My ego is involved to the degree that I judge my performance and feel pride when we succeed.
But more than that, talking about the performance of what I write here alleviates a cognitive dissonance: if I’m talking about performance then I need to perform. And a little bit it gives me a sense of connectedness to the community as in, “Hey, I’m doing this with you.” In that way, I don’t think this writing is particularly ego driven — I care more about results than I do about perceptions.