My kudos with the rest for BrandonH's insights, especially "the idea that a worthy desire in life (being liked) can become an unhealthy preoccupation and hindrance to success."
Is it possible that the opposite is also true, that a "worthy desire in life (being successful) can become an unhealthy preoccupation and hindrance to success?" When I think about "wanting continued success more than anything else in life" I ask, more than my family and children? More than my self-respect?
I've met and worked with a lot of salespeople who experience this dilemma as an "either/or" problem. Either I'm nice (and people like me) but my business suffers, or I'm tough-minded (and make sales) but don't develop trusting, sustained positive relationships. Suppose, as Brandon H suggests, we reframe this as a "both/and" creative problem: how can I be both "nice" and "tough" at the same time – without needing to give away my business to please people or step on others to get ahead. How can I be both "professional" and "caring" at the same time? It's like a pendulum swinging back and forth (often wildly) between extremes of "passive" and "aggressive" behavior. The "sweet spot" is the middle range in which we can be both strongly assertive and supportive/nurturing, depending on the situation.
If we were to talk about "root causes," I know when I go too far on one or another extreme of the pendulum swing, I need to stop and figure out what the fear or concern is that triggers my unhealthy behavior so I can deal with it myself and not put my issues on my customers.
Also – Right on the money Jorel!!!