Honestly, I HATE that quote. Most guys who are desperate enough to be taking advice obviously got no where by being themselves.
Instead, they should "Be their best selves". Ie. Most guys exude some sort of male dominance in their daily lives but freeze up around women. Being themselves would be to continue being ******* around women. However, being their best selves would include portraying their male dominance when around women and then accenting it. I know it sounds kinda dorky, but my friend (Who is quite popular amongst the ladies) pointed this out to me a while ago, and it's been annoying me ever since.