The Death of Fake It Till You Make It in Modern Business
- Apr 25
- 6 min read
Written by Abi Hill, Entrepreneur, Mentor & Coach
Abi Hill is a UK entrepreneur, mentor & coach, and the founder of Just Starting Out. Widely recognised for championing underserved communities and cost-of-living resilience, she’s on a mission to cut first-year failure rates. “If you want to make waves, pack a swimsuit!”
Have you ever been sold to by someone who sounded impressive, confident, and completely convincing, only to feel uneasy afterward? Perhaps the promises didn’t quite match the outcome. Perhaps something felt overly polished.
For years, “fake it till you make it” has been positioned as a legitimate business strategy. But in today’s climate, that approach is not only outdated, but it is also actively eroding trust. Customers are no longer persuaded by confidence alone. They are looking for something far more valuable, and that lies in proof, transparency, and reliability.
Keep reading to understand why the era of performative business is ending, and what is replacing it.
What does “fake it till you make it” really mean in business?
At its core, “fake it till you make it” encourages individuals to project confidence, success, and capability before those qualities are fully established. In moderation, it can be interpreted as backing oneself or having the gift of the gab. However, in practice, it has often translated into overpromising, exaggeration, and, at times, misrepresentation.
It was only recently that I found myself drawn into a forty-five-minute conversation with a hopeful gardener, who spoke as though he could deliver the world with nothing more than a shovel and a hose, if I’d just let him carry on talking the hind legs off a donkey. Not one to judge, and admittedly impressed by his confidence, I let him loose in my garden the following week. I can’t tell you much about what he did, as it took me a good twenty minutes of inspection to notice any difference, but I can tell you that I haven’t had him back since. Not because his work was particularly poor, but because I would have much preferred he had simply been honest and told me he was new to the trade. The Renault Clio and hired tools gave it away.
Yet, for a long time, this approach worked. Customers had limited access to information, fewer comparison points, and less visibility into a business’s track record. A strong personality could often outweigh a lack of skill.
Why customers are becoming increasingly sceptical
We are now operating within a far more informed and cautious consumer landscape.
Research shows that only 52% of UK consumers trust the tradespeople they hire, with 58% reporting a negative experience, such as poor workmanship or unfinished jobs. This is not a marginal issue, it reflects a widespread erosion of trust.
At the same time, 93% of consumers read online reviews before making a purchase, and 98% of UK consumers consult reviews when choosing local services. In many cases, they place more trust in the opinion of a stranger than in a brand’s own messaging. This shift has fundamentally changed the power dynamic. Businesses are no longer in control of the narrative. Customers are.
The rise of the trust-first economy
What is emerging is a trust-first economy, where credibility is not assumed, it is earned and continuously validated.
However, even traditional markers of trust are being questioned. Government-backed research has highlighted growing concern around fake or manipulated reviews, further intensifying consumer scepticism. Layer on top the ongoing cost-of-living pressures, and the picture becomes even clearer. With household budgets under strain and home improvement costs rising by approximately 19% in recent years, customers are less willing to take risks.
They are not looking for the most persuasive provider. They are looking for the safest, most reliable choice.
Why confidence is no longer enough
Confidence used to close deals. Now, it often raises suspicion.
Modern consumers are highly attuned to inconsistency. Overly polished messaging, exaggerated claims, or rehearsed sales tactics can act as red flags rather than selling points.
This doesn’t mean that confidence has no place in business. Confidence will always have a place in business, but it must now be supported by substance. Experience, evidence, and transparency are what underpin credibility. Without them, confidence alone can feel very hollow.
What customers actually want now
Through our own research at Just Starting Out, which includes insights from over 1,200 new business owners and extensive conversations with customers, a clear pattern has emerged.
Customers are not seeking perfection. They are seeking honesty.
They would rather work with someone who is upfront about their experience level, communicates clearly, and delivers reliably, than someone who presents themselves as flawless but fails to meet expectations.
In sectors such as trades and local services, this is particularly pronounced. The stereotype of the overly persuasive salesperson is rapidly being replaced by a preference for dependable, transparent professionals who can demonstrate real work and real results.
It is really a case of “the dog ate my homework”. Customers don’t want, “I can’t get that part until Thursday because it’s coming from the Moon.” They want, “I’m having trouble getting that part, but I will keep trying and keep you in the loop.”
The commercial risk of “faking it”
The consequences of misalignment between expectation and delivery are significant. A single negative review can outweigh multiple positive ones. Poor experiences are more likely to be shared, and digital platforms amplify these voices at scale. In an environment where reputation is both highly visible and difficult to control, short-term gain through exaggeration can lead to long-term damage.
I can’t help but think of Only Fools and Horses as I write this, and hopefully it resonates. Think Del Boy and his dodgy deals, the endless problems his schemes created, and, more importantly, the fact that in today’s world, you would likely see straight through it. Put simply, “faking it” is more of a reputational risk than a growth strategy.
Here are the stats
Up to 50% of online reviews may be fake or misleading: Research suggests that as many as half of online reviews could be manipulated or inauthentic, meaning businesses can artificially inflate credibility without delivering real value.[1]
87% of consumers say they’ve encountered fake reviews: The vast majority of consumers believe they have been exposed to fake or misleading reviews, reinforcing a growing scepticism towards businesses that appear “too polished”.[1]
76% of consumers avoid businesses they perceive as dishonest: When customers detect misleading practices, from exaggerated claims to fake reviews, 76% say they are less likely to buy from that business in the future or use that professional again.[2]
A shift towards evidence based credibility
The businesses that are succeeding in this new landscape are those that prioritise evidence over impression. They showcase real customer feedback, provide clear examples of their work, admit to errors, and communicate honestly about what they can and cannot deliver.
This is where platforms like Just Starting Out are helping to reshape the market. By enabling early-stage professionals to build credibility through genuine customer experiences, reviews, and transparent interactions, the focus shifts away from salesmanship and towards substance. By its very name, customers know not to expect years of experience.
For customers, this creates a more accessible and trustworthy environment. For professionals, it provides a pathway to build a business based on proof rather than performance.
Why this shift is ultimately positive
While the decline of “fake it till you make it” may feel uncomfortable for some, it represents a healthy evolution in how business is conducted. It levels the playing field, allowing capable individuals without polished branding or extensive marketing budgets to compete on the strength of their work. It also protects consumers, reducing the likelihood of poor experiences driven by inflated claims.
The future belongs to the credible
I can’t emphasise this enough. We are moving away from an era where perception could outweigh reality, and into one where reality must stand up to scrutiny. For new and existing business owners alike, the opportunity is not to appear more impressive, but to embrace more authenticity.
Because in today’s market, the businesses that succeed will not be those that shout the loudest, but those that can quietly prove they do exactly what it says on the tin
Read more from Abi Hill
Abi Hill, Entrepreneur, Mentor & Coach
Drawing from a Senior Management background and 20+ years working alongside minority and underserved communities, Abi is best known for advocating within the start-up community, her mission being to reduce the 20% of small businesses that don’t make it through year one by giving them the tools, training, and trust they deserve. Because why should starting out mean forking out?
References:
[1] Gov.uk, March 2026
[2] Just Starting Out Data, January 2026
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