Many years ago, there was trend where builders convinced bricklayers, plumbers, tilers etc in the first World to start their own company and be self employed. Its now the norm in some countries. Despite being self-employed they still had to plead, suck up, and work harder to get the job / contract to get the income.
I have yet to see a business owner or self employed individual that does not have to suck up, cajole, crack self deprecating jokes etc to get business.
The exceptions are self funded retirees, trust account beneficiaries and the mentally ill who have no idea what is going on.