cry stinking fish disparage your own efforts or products.
☞ This expression stems from the practice of street vendors crying their wares (i.e. shouting and praising their goods) to attract customers. If a vendor were to cry 'stinking fish', he could not expect to attract many.
1991Independent on Sunday I want to use the Home Affairs Committee Report for those in racing to go forward together and at last to stop crying 'stinking fish'.