“Fake it ‘til you make it” – an adaptation from Aristotelian thinking – has become an inescapable part of modern business culture. The idea is that, by imitating the appearance of confidence or competence, you will eventually embody those characteristics. For many entrepreneurs and business owners, this is a motto from which they muster the strength and confidence necessary for prosperity. Success, we believe, requires unwavering expertise in our craft. Customers, clients, and competitors alike need to perceive that we know every part of our profession inside and out, making mistakes less likely and perfection all-but-guaranteed.The problem? It doesn’t work. …
