I can relate to this, in a number of ways, including the complete inability to self-promote. Many years ago, I had an idea for some software, so I left my job and worked on it. (My wife was understanding and supportive.) I did not have a business idea, I had a technical idea. I worked with a "business guy", who turned out to be worthless. Every time I had to leave my desk, where I was having a blast programming, my stomach knotted. I just could not stand any activity related to marketing/selling.<p>I was finally acquhired (to use a term invented later) by a local startup that needed what I was doing, for a signing bonus, decent salary, and a big chunk of equity. (This was in the late 80s. My "plan", such as it was, would not work now, because software is basically given away.)<p>I guess the lesson is this: know your limitations, and work around them. If you hate doing X, then don't force yourself to do X, because you will suck at it compared to the many people who love doing X. And you will be miserable. Find a situation where you can do what you enjoy, and are good at, and somebody else does X.