People who can turn failure into growth are aware of their 'self-protective heart.'

Hello, this is Iguchi.

As a sole proprietor, I spend my days testing hypotheses while exploring WEB marketing and sales promotion methods that can be practiced even with a small budget.

In this note, I focus on marketing terms that you might have heard of, but are often used in a vague way. Based on my own research and real-life experiences, I have summarized them in the simplest language possible.

I hope that even those who are not comfortable with technical jargon will find this helpful and think, 'I see, that's what it means.'

This is sudden, but have you ever felt,

'When things go well, it's thanks to me; when things go wrong, it's someone else's or the environment's fault'?

...I have. And quite often, too (laughs).

Actually, there is a name for this psychology: it's called


'self-serving bias'. It's a natural reaction to protect yourself, but if left unchecked, it can make you turn a blind eye to the 'real issues'.At first, I just thought, 'Oh, that's a thing,' but when I looked into it, I realized it applied to me so much that I thought, 'Wow, that's me' (laughs).Since learning about this way of thinking, it has become a trigger for me to re-examine 'why I repeat the same mistakes' and 'how I can look back on things calmly'.

In this article, I will introduce this human psychology, 'self-serving bias,' which is a bit painful to hear but relatable, while incorporating specific examples from business and daily life.

Let's find hints together on how to turn this into growth without blaming yourself.

What exactly is self-serving bias?

Simply put, it is a psychological tendency to assume that when things go well, it's thanks to your own ability, and when things don't go well, it's the fault of the environment or others. For example,

• When work goes well: 'It's my own ability!'

• When work fails: 'That client's instructions were bad...'

Don't you ever think things like that?
This is exactly the state where self-serving bias is at work.

I thought it might come from a desire to make oneself look better or to protect oneself.

Let's think about it with familiar examples!

This self-serving bias is actually hidden in many parts of our daily lives.
I'll introduce a few examples that made me think, 'I see!'

Example 1: Test scores

Try to remember your student days.

• When you got a good grade on a test: 'As I thought, I'm smart!'

• When you got a bad grade on a test: 'The teacher's way of teaching was bad,' 'The questions were too difficult.'

What do you think?
I was exactly like this (laughs).

Example 2: Watching sports

When your favorite sports team wins.

• 'That player made an amazing play!' 'The manager's strategy was spot on!'

• When the opposing team wins: 'The referee's call was wrong!' 'We were just unlucky.'

This is also somewhat similar, isn't it?
If the team you are rooting for gets a good result, you might feel like your support has been rewarded, and you want to associate the good elements with your own team.

Examples of 'self-serving bias' for sole proprietors and freelancers

Now, how does this self-serving bias manifest in the work of us sole proprietors and freelancers?

I've imagined a few specific scenarios.

Example 1: Acquiring new projects

• When successful: 'My proposal really captured the client's heart!' 'My sales pitch went well!'

• When failing: 'The client was stingy with their budget...' 'It was just bad timing during their busy season.'

I also find myself thinking, 'Yes! My skills really paid off!' when I land a new project, and when things don't go well, I might think, 'Hmm, the client's needs were vague.'

Example 2: Website traffic

• When traffic increases: 'It's because the quality of the articles I wrote is high!' 'It's proof that my SEO strategy was perfect!'

• When traffic growth stalls: 'The competitor sites are too strong.' 'Maybe it's because the search engine algorithm changed.'

This is a common story, isn't it?
I really understand the desire to be happy that it's the result of your own hard work bearing fruit.

Example 3: Project deadline delays

• When meeting a deadline: 'It's because I worked hard!' 'It's the result of planning thoroughly!'

• When missing a deadline: 'The client was slow to respond.' 'It couldn't be helped because there were sudden revision requests.'

Admittedly, when I've been delayed by unexpected trouble, I sometimes think, 'No, that wasn't just my fault...!'

Summary: What I learned and realized

After learning about 'self-serving bias,' I was convinced that, 'Indeed, I also have a desire to protect myself.'

The existence of this bias itself is by no means a bad thing.
Rather, I think it is a necessary psychology for maintaining self-esteem and motivation.

However, I also felt that your actions might change significantly depending on whether or not you are aware of this bias. For example, instead of immediately blaming the environment or others when things don't go well, try pausing to think,

'Perhaps there was something I could have improved?'. Isn't this the first step toward growing more as a sole proprietor or freelancer? Having the perspective to honestly accept failure and apply it to the next step. I thought this is something I want to be constantly conscious of myself. What did you feel about this 'self-serving bias'?

Thank you for reading until the end.

I would be happy if this article led to a small realization like 'I see, that's what it was!' or provided a hint for your ideas.

Following me would be a great encouragement.
I will follow back as well ^^