How humiliation reconstructs (or ruins) the entrepreneurial self

Abstract There are occasions where entrepreneurs encounter public, identity-threatening setbacks that extend beyond business failure. These moments, such as being removed from leadership, losing investor confidence, or facing product collapse, can evoke humiliation, a powerfully negative emotional event rooted in ego threat, social exposure, and the painful revelation of personal flaws. Although research has examined entrepreneurial grief, identity threat, and recovery from failure, humiliation remains an understudied emotional experience impacting the entrepreneurial mindset despite its prevalence in the entrepreneurial landscape. This paper develops a theoretical perspective on how entrepreneurs interpret and respond to humiliation and why some ultimately emerge stronger while others unravel. We identify three post-humiliation trajectories— self-destruction, self-delusion, and self-recovery —each shaped by how the entrepreneur processes the emotional aftershock of public exposure and ego injury. Drawing on a comparative case method, we examine fifteen well-documented entrepreneurial humiliation events to build theory through systematic within-case and cross-case comparison. The cases were selected using theoretically informed criteria centered on public exposure and identity disruption. This conceptual design allows us to identify patterned differences in post-humiliation actions and emotional processing that distinguish self-destruction, self-delusion, and self-recovery paths. On the upside, we argue that humiliation can serve as a revelatory event that surfaces personal vulnerabilities. The entrepreneur’s willingness to confront and integrate this painful information determines whether the experience leads to decline or to heightened metacognition, discernment, and resilience.