Why fake it 'til you make it can be dangerous + what to do instead

Once upon a time long ago, I did Investor Relations. To be polite, I was in over my head as I wasn't a financial analyst. Lucky for me, I was the one receiving calls form investors asking some pretty intense questions. Can you imagine if I faked the answers? My go-to response was - that's a great question, let me find out and get back to you. While I hated doing it and it made me feel incompetent, It worked every time. Not just because I didn't dig myself into a grave, but because I actually learned in the process and didn't provide an incorrect answer. Did I become a finance pro? Umm, regretfully (and absolutely) not. The thing I realized, though, was it was my responsibility to uphold the company's reputation. At the end of the day, we're all company ambassadors and spokespeople whether official or not. This goes for sales, customer service, and even folks that staff your trade shows and event activations.

Some people think "fake it 'til you make it" is the best advice to live by. Personally, I'm not a fan. That's not to say it can't be helpful at times - I mean, it can - but honesty in business goes a long way in developing trust.

Interviewing is no different. We've all been there, especially if you're at a startup or trying to get hired at one. Startups notoriously want to hire folks, especially when it comes to marketing, who know e-v-e-r-y-t-h-i-n-g. But here's the thing - no one knows everything. They might be a great generalist, but if they know everything then they have nothing to learn and that's a place I never want to be. And who wants to hire a know-it-all, anyway? People who can admit where they have gaps demonstrate more honesty and are likely to have more of a growth mindset, anyway.

According to psychologist Angela Duckworth, the secret to outstanding achievement isn’t talent. Instead, it’s a blend of persistence and passion that she calls “grit.” In other words, curiosity and openness are way better than faking it.

This is also true when you're leading a team. There's no harm in saying you don't know something or still have a lot to learn. Managers who hire people smarter than them, or who embrace that their employees can teach them something are more likely to be effective, instill confidence and earn respect vs a leader who is overly confident and fearful of being caught without an answer -- and inadvertently sends their team down a wrong path.

Sometimes clients I work with ask me things I might be rusty on. Instead of faking it, I reach out to other experts I know in my field or people in my network to help. And sometimes that means hiring them to fill gaps. As one of my favorite ecomm consultants, Cal Bouchard once advised me, phone a friend is sometimes the best path. And when it comes to doing right by your clients, your company, a boss, or even your team -- faking it can sometimes mean breaking it.