It’s a line we often throw around with fellow entrepreneurs: “you know, classic shoemaker’s children situation.” Everyone laughs, and suddenly the chaos feels lighter.

You probably believe that in order to do your job well, you should be able to apply it to yourself first, right? That your service providers need an immaculate track record, especially in their own area of expertise? I get it. I also prefer when my graphic designer has a flawless visual identity, my web designer a constantly updated website, my copywriter killer sales pages, my SEO writer a blog full of top-tier articles, and so on.

But here’s reality: most of my service providers are solo. Just like me. Which means we’re responsible for everything in our business — with no more hours in a day than anyone else.

You might think I’m shooting myself in the foot by admitting my business isn’t always perfectly organized, that I make mistakes, and that sometimes I need a right-hand person to remind me I’m not completely off track. Personally, I think it’s the opposite — in the right measure.

Solomon’s Paradox: The Story

King Solomon, son of King David in the Old Testament, is remembered for his legendary wisdom. If you can’t quite place him: he’s the one who suggested cutting a baby in two to reveal the real mother. When one woman immediately withdrew to save the child’s life, Solomon knew she was the true mother.

Fun fact: for a man known for wisdom, Solomon was an absolute disaster in his personal life. Let’s be honest:

• Hundreds of wives and partners
• An obsession with money and wealth
• No real relationship with his children

Sublime.

(This story is simplified — I’m no theologian and you’re not here for a Bible study, so don’t come after me if it feels too pared down.)

The Theory

You’ve probably guessed it: Solomon’s paradox is when we’re brilliant at giving advice in a field yet totally incapable of applying it to ourselves.

Studies on this phenomenon show that, in reality, it’s about psychological distance. When we’re removed from a problem, we’re able to reason more clearly and wisely.

So the real question is: how can we create that distance for ourselves so we don’t fall victim to the paradox? We’ll get there in a moment.

Work Quality vs. Bias

Lack of Perspective ≠ Lack of Skill

Let’s circle back to the fear of ending up with a fraud when your service provider laughs: “shoemaker’s children, you know how it goes!”

Here’s where I draw from my own experience, with all the bias that entails — I trust you to filter it. When your provider (friend, colleague, coworking buddy…) says this, they’re not confessing incompetence. They’re highlighting how hard it is to gain perspective on their own situation. Perfectionism, self-criticism, and a whole army of inner saboteurs pile on and make things messier.

It’s not that I can’t create a realistic, prioritized, sustainable strategy (without ending up burnt out in three months). I do it for my clients all the time.

But for myself? Different story. I’m merciless. I wouldn’t dream of imposing on others the pace I impose on myself — or the way I sometimes talk to myself. When I work on my own projects, I can be a tyrant. It’s something I’ve been unpacking with therapists and coaches (seriously, don’t be your own worst enemy — it’s madness).

So when I say I’m a shoemaker with bare feet, I’m not saying I lack the skills I put at your service. I’m saying I still struggle to offer myself the wisdom and empathy I so easily offer you.

The Solutions

If you fall victim to this delightful paradox, there are ways to create the distance you need — so you don’t keep tripping over your own blind spots.

1. Create Space

Why is it harder to take perspective on your own problems? Because your emotional ties are stronger than when you’re analyzing someone else’s.

So you have to consciously build the distance that doesn’t come naturally. A simple three-step ritual helps:

• Pause. Don’t make snap judgments or decisions in the heat of the moment.
• Cool down. Let the wave of emotion pass, then analyze the situation as calmly and objectively as you can.
• Act from there. From that calmer, clearer space, make your move.

2. Zoom Out

Another trick? Look at the decision through the eyes of your future self — ten, twenty years from now. Hard to do alone, which is why I go back to my starting point: the highest performers surround themselves with people who help them zoom out.

They have advisors, coaches, therapists, qualified business professionals who keep them from drowning in irrational choices. That support is an investment in growth, because it brings the wisdom you can’t access alone.

So the next time someone tells you they’re a shoemaker with worn-out shoes, maybe offer them a contact, a helping hand, or simply a reminder that their perception of their skills might just be clouded by their own biases.

And if you’re one of those people who struggle to see your own value — I hope I’ve convinced you that once again, your brain is just playing tricks on you.