Why “Fake It Till You Make It” Is Bad Advice for Small Businesses
Let’s have a proper chat, shall we?
You’ve heard the phrase tossed around like it’s gospel: fake it till you make it. Corporate execs say it. Influencers push it. Podcasts praise it. But here’s the thing most of them won’t tell you: if you run a small business, this mindset doesn’t serve you—it hurts you.
In fact, fake it till you make it small business advice is one of the most damaging narratives out there for founders and small teams trying to build something real. And it’s high time we threw it out.
Why “Fake It Till You Make It” Doesn’t Work for Small Businesses
Let’s get one thing straight. The phrase might work in theory in big corporates or Silicon Valley-funded startups where people are banking on optics and hype. But in the real world of small businesses—where reputation is everything—it’s a fast track to burnout and broken trust.
You don’t have a PR department to clean up after you. You don’t have a legal team crafting your policies. You’ve got you, your laptop, and maybe a couple of teammates. That’s not a weakness—it’s your edge. But only if you ditch the façade and lead with truth.
The Cost of Faking It in Small Business
Here’s what really happens when a small business buys into the fake it till you make it mindset:
You overpromise: You say yes to work you’re not equipped to deliver on (yet), hoping you’ll figure it out as you go. That’s not confidence—that’s chaos.
You burn out: Maintaining a polished image while frantically trying to keep up behind the scenes? It’s exhausting. And completely unnecessary.
You lose credibility: Once clients or customers catch wind that you’re not as established or capable as you’ve portrayed, trust evaporates.
Compare that to showing up honestly—owning where you’re at, what you’re working on, and what you’re building towards. That approach? It builds loyalty that lasts.
Authenticity Beats Perfection—Every Time
Here’s the kicker: authenticity is your secret weapon.
Big companies can’t pivot fast. They can’t connect one-to-one. They can’t move with the kind of speed or soul that you can. And your customers? They notice.
When you share the messy middle, people relate. When you tell the truth about your journey, they lean in. They’re not looking for a perfect brand—they’re looking for a human one.
Take a look at what happens when you lead with authenticity:
You attract clients who respect your journey.
You create a brand that feels grounded and relatable.
You build real community, not just followers.
Need inspiration? Check out this piece: Build a Business That Feels Like You
What To Do Instead of Faking It
Forget the filters and fluff. Here’s what you should be doing instead:
Be Transparent (Even When It’s Uncomfortable)
Starting out? Say so. Learning as you go? Own it. People appreciate honesty—and they’ll give you grace when you’re honest about where you are.
Read: You Don’t Need Permission—You Need a Plan
Show Your Work
Document your progress. Share what’s working, what’s not, and what you’re testing. Behind-the-scenes content is magnetic. It invites people into your process and builds trust through transparency.
Lean Into Your Strengths
Don’t waste energy trying to look like a Fortune 500 company. Build your brand around what actually makes you strong—your speed, flexibility, personality, and purpose.
Need more? Read Build What Works For You
Small Business ≠ Small Thinking
Too many founders think they need to “play big” by mimicking corporate behaviours. But truthfully? That mindset slows you down.
You don’t need strategy decks, endless meetings, or buzzword-laden branding. What you need is clarity, courage, and connection.
In fact, trying to replicate corporate behaviour could be drowning your business. Read this.
How “Fake It” Mentality Kills Trust
Trust isn’t built through polish. It’s built through consistency. If your brand message says “we’re confident experts” but your delivery says “we’re just figuring it out,” that gap creates friction.
Even worse? If someone finds out you’re not who you said you were, they’ll walk away—and they won’t be quiet about it.
Learn more in Stop Copying Corporate Playbooks—They Weren’t Written for You
Your Real Story Is Enough
Don’t underestimate the power of your journey. That you’ve started something from scratch, that you’re showing up, learning, building, adjusting—that’s the story. That’s what resonates.
People choose small businesses because they’re real. They don’t want perfection—they want connection.
That’s your advantage. Protect it.
Final Word: Be Real As You Rise
It’s time to bury “fake it till you make it.” Not because it’s cliché (although it is), but because it’s dangerous advice for those of us building something real.
So here’s a better mantra:
Be real as you rise.
That’s how you create a brand that lasts. That’s how you attract clients who stick. That’s how you lead with integrity and still scale.
And guess what? That’s what leadership looks like today.
This post is part of the “Small Business, Big Clarity” series—written to cut through corporate noise and help small businesses grow with purpose and personality.
Catch the rest of the series here:
