Service-oriented architectures (SOAs) provide a successful model for structuring complex distributed software systems, as they reduce the cost of ownership and ease the creation of new applications by composing existing services. However, currently, the development of service-oriented applications requires many manual tasks and prevailing infrastructure is often based on centralized components that are central points of failure and easily become bottlenecks. In this paper, we promote self-organizing SOA as a new approach to overcome these limitations. Self-organizing SOA integrates research results in the areas of autonomic and service oriented computing. We consider self-organizing features for the whole life-cycle of a service-oriented application, from the creation to the execution, optimization, and monitoring.