When we fail, we often conceal it, distort it, or deny it. We make the facts fit our self-serving theory rather than adjust the theory to fit the facts. We attribute our failure to factors beyond our control. In our own failures, we overestimate the role of bad luck (“Better luck next time”). We blame the failure on someone else (“She got the job

In general, people are resistant to self-assessment. Companies are bad at it, too. Looking inward, to them, often boils down to this: “We are successful, so what we are doing must be correct.” Or the converse: “We failed, so what we did was wrong.” This is shallow.