Every company wants to put its best foot forward, be it in the public eye, or in individual sales situations. Talk is around the strengths, the unique features, all of the things that make the company great. As we know, there is a fine line between extolling existing virtues and puffery. Puffery sometimes isn’t bad. But extreme puffery moves toward bluster and that evolves into hubris. Often times, this change is so subtle that there is very little awareness of the damage.
Hubris is dangerous. Selling on hubris is detrimental in many ways. Picture a small business that lands a big sale or big account based on the CEO overselling both product and service capabilities. The great news is they got the contract- the bad news is they got the contract and have no way to deliver on it. Suppose the company drops all other work in process to service this one piece of business that can move the company into the big leagues. What does that do to existing customer relationships? What does it do to the culture of the company when everyone is forced to drop what they are doing and focus- in a very rushed, maybe frantic manner- on something they haven’t done before. They may not have the necessary experience or expertise, which means creating a solution that is not proven, or spending a huge amount of time on research to build a solution. Or it may mean that the company has to bring on more people quickly to service the account, without properly vetting them and integrating them into the culture.
Be careful of bluster. It is only a step away from the cliff. As you slip over the cliff, you may be reconsidering whether it was worth it, but by then it is too late.