Hmm...so...Casiopea, it seems that the topic was so difficult to be conveyed.
Now look at this case:
There was a problem between A firm and B firm. And they blamed on each other. Mr. John is of A firm, and he had an idea that his firm thought the idea might solve the problem. But they didn't want to take responsibility should the idea failed. So they decided that Mr. John went to B firm to tell them the idea. Of course Mr.John could not say "On behalf of my company", or else, the A firm had to take the responsibility if the idea failed. In the reception room of the B firm, Mr John told the idea to the members of the B firm, saying"I tell his idea to you, just on behalf of me myself, not my company..."
Got the picture? If the idea finally failed, the B firm would want Mr John to take the responsibility. Okay, Mr John would like to take it. Because the A firm has secrectly promised him to compensate anything he lost if the idea failed. Because Mr. John's "great courage" made the A firm's reputation safe.