Why Customers Leave (And How to Win Them Back)

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DON'T FAKE IT UNTIL YOU MAKE IT

I am not qualified to talk about the diet, simply because I am not a dietician.

–Nine-time Olympic Gold Medal swimmer Mark Spitz

We've often heard the line: Fake it until you make it. In its most innocent form, it's a simple admonition for people aspiring to higher levels to just get in there and do the work that others are already doing at those levels in order to prove yourself. I understand the motivation, intent, and aspirational application. But when it comes to business, the temptation to “fake” anything is a slippery slope.

“We'll figure it out!” they say. “Give us your business and we'll find a way to make it happen.”

And while on some level, it's admirable that a business is willing to do what it ...