Self-Serving Bias is where our perception is sometimes distorted by the need to maintain and enhance self-esteem, or the tendency to perceive oneself in an overly favorable manner. When individuals reject the validity of negative feedback, focus on their strengths and achievements but overlook their faults and failures, or take more responsibility for their group’s work than they give to other members, they are protecting their ego from threat and injury.

One useful counter-measure is to ask yourself: What methods have I put in place that force me to consider less than positive feedback in a rational way? How can assess the findings in a non-emotive way that provides insight and learning?

For a full list of the most common biases, click here.