larger than life business claims

Your Business Isn’t “The Best”. Stop Lying To Everyone

Gee Ranasinha Business

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How believable are you?

How many unfounded claims, over-reaching superlatives and “change the world” rhetoric infests your corporate messaging and business value communication?

You know the sort of thing that I mean:

  • “We are the global leader in….”
  • “we produce the best {whatever} in the world”
  • “…changing the way that you work forever.”

Do you really think that, in this day and age, that anyone out there believes this sort of thing?

You Know You’re Not The Best. So Do Your Customers

Back in the day pretty much every business was guilty of making such outlandish and unsubstantiated boasts. Buyers didn’t believe it then. They most definitely don’t believe it now.

The biggest difference between then and now is customers have a much greater choice today than they’ve ever had before. The consequence is businesses have had to raise their game to create better customer experiences if they have any hope of continuing to remain relevant.

As its most basic, that means cutting out the crap.

The fact is, it’s very rare to find a real unicorn business. A business that is truly disruptive, or paving the way in its industry. 99% of businesses are doing pretty much what 99% of their competition is doing – just with a slight twist.

So calling yourself a global leader, the best, unrivalled, or whatever BS adjective you want is more than simply untrue. it makes you look like an idiot. Hardly the best basis from a deep and meaningful customer relationship, I think you’ll agree.

Be More Honest In Your Business Claims

Larger-than-life claims no longer command attention – customers have become desensitized to such hyperbole. More than that, making outlandish statements – about your company, your product, your staff or your service – actively work against your brand credibility. Today, saying that you’re “the best” places doubt in your customers minds about the validity of your value offering.

You look like a fool. They’re laughing at you behind your back. Don’t believe me? Just ask them.

Whatever the market, whatever the industry, every customer is looking for the same thing: people they can trust. Customers won’t buy from you if they don’t trust you.

But creating an environment of credibility is tough. It’s not something you can say – since it’s implied. Trust is earned through actions, not from empty words or hollow promises.

You’re not the best in the world. Because if you were, you wouldn’t need to shout about it.

About the Author
Avatar for Gee Ranasinha

Gee Ranasinha

Gee Ranasinha is CEO and founder of KEXINO. He's been a marketer since the days of 56K modems, lectures on marketing and behavioral economics at a European business school, and was noted as one of the top 100 global business influencers by (those wonderful people who make financial software).

Originally from London, today Gee lives in a world of his own in Strasbourg, France, tolerated by his wife and young son.

Find out more about Gee at Follow him on Twitter at KEXINO, on Facebook at, or on LinkedIn at


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