Sometimes it's because they don't want to be intrusive: "She's so busy, I don't want to bother her." Other times, they'll self-deprecate ("she won't remember me") or shrink from perceived conflict ("he'll be angry I want something from him"). Or they may take the "high road" and profess a distaste for self-promotion, vowing that their reputation will speak for itself and quality will eventually triumph.
Unfortunately, those are all excuses: they're scared.
By: Dorie Clark
Link to full article
From: Harvard Business Review