You can craft the best story around your business. You can make people believe that you’re better than your competition, or that you’re one of a kind, or that it’s a privilege to be doing business with you. And when you pull that off wonderfully, you’ll have people coming to your doors. That’s great.
But, were you able to back up your claims?
Did you satisfy your customers’ expectations or did you disappoint? You can make as much outrageous claims as you want but make sure that you can back it up.
You can wrap a lie in glitter and gold but it doesn’t change the fact that it’s a lie. If your story is not authentic, it’s not going to do your business any good in the long run.