What this means is that when things don't go well, it's your fault. Didn't get that round of financing? Don't tell me the VC's are idiots or didn't "get it." You didn't pitch it right. Or you went to them too early. Or too late. VC's fund companies every day - they didn't fund your company. That's your fault. How are you going to fix it?
Same thing with customers/ users. Not getting any traction? That's your problem - not the PR firms fault, or the economy or the sales team. It's yours. You hired the PR firm - they screwed up because you let them. The sales guy didn't close because you allowed him not to. Great products with real customers are born every day - so far yours isn't one of them. That's your fault. How are you going to fix it?
The real trick is not to give the "it's my fault" attitude lip service, but to actually believe it and live it. Never let your guard down. No whispering to friends/ family that "if only so and so did this" or "if only that hadn't happened...." Always blame yourself. Its the only way your problems get solved.