The truth won’t kill your business, but a non-truth my well push it down that path.

Having a value proposition which doesn’t resonate with who you are, or who people think you are is extremely counterproductive.

You’re not only trying to fool your customers, you’re trying to fool yourself.

As an example, for a few years Microsoft’s slogan was, “Your potential. Our passion”.

As Tui beer so aptly coined, “Yeh, right!”

Microsoft later changed to “Be what’s next”, which gives a much better sense of a giant being on the side of a minnow.

Your first, most important message has to ring true internally and externally.

Exaggerating fools no one.