Why do we choose to share only our successes on social networks but don’t do the same with our failures?

Because we are victims of a cognitive bias called Bias del Pavone (the same that pushes us to carefully choose a beautiful profile photo, or that determines, for example, the success of instagram filters).

When each of us tries to present the best part of himself, he performs a fairly obvious and in some contexts even necessary action (think of work). On the other hand, when a person must always and in any case show himself at the top and hide what he does not consider perfect at the basis of his reasoning, we will most likely find the peacock bias, or in extreme cases of pathological narcissism (ed).

This type of cognitive bias is not only implemented by consumers, but also by brands in their communication, this determines a strategic error that is often implemented in the business or personal branding narrative, when positioning processes are implemented that only tell aspects positive.

Because it does not work?

Because brand narrative storytelling focuses on an essential lever which is the emotional one; if empathy is lacking, there is a gap between the consumer (indeed prosumer) and the company and the game is no longer fun. No consumer empathizes or gets excited about perfection. Because perfection is not human. If at first it shines, then it becomes un-credible. In the sense of NOT credible.

To tell about our company we have to tell about the successes, but also the failures that determined them.


“Those who are afraid of failure limit their activities. Failure is simply an opportunity to start again, this time in a smarter way. “

So spoke Henry Ford, not just any idiot here.

If we want to sell our products we have to convey trust and humanity to our consumers, telling how hard it was is much more functional to this type of goal than just showing the medals!

Thanks to Simona Ruffino.