Fake it till you make it

A few weeks ago, I was asked to speak at the Oxford Union, a place renowned for its prestigious debates and guest speakers, having hosted notable figures from Winston Churchill to Malala Yousafzai.

Yes, I know what you’re thinking – if they’re inviting me to speak, it must have really gone downhill. I’ll have you know that they also invited Lord Buckethead to my debate, so...

I was invited to speak in favour of the motion ‘Fake it till you make it’, a topic that resonates with me because I battled against impostor syndrome throughout my 20s. As a Business Leader expert, this experience got me thinking about its implications in the business world.

The aphorism itself means to act with confidence and behave as if you are already successful. This mindset can be a powerful motivator, enabling individuals to push beyond their comfort zones and achieve their goals. However it can also, with the wrong person in the wrong situation, lead to an event similar to the one with the founder of the cryptocurrency exchange FTX. Its co-founder Sam Bankman-Fried was sentenced to 25 years in jail and fined $11bn for defrauding customers and investors in the company.

The early grind

When I first started on YouTube in 2010, my videos would get about five views, a few hate comments and a couple of dislikes. To combat this, I created 20 other accounts to like my videos and add positive comments like, “Why are your eyes so blue in this video?” and “Though I don’t know you, I feel like I do.”

It was the opposite of a troll farm, but it made viewers who saw my channel believe they weren’t alone in liking my videos. In time, I was able to replace my 20 fake accounts with six million real subscribers.

In the early stages of a start-up, founders must create their own traction and it’s perfectly acceptable for this process to be manual and hands-on. For example, the founders of Airbnb personally photographed the company’s initial listings to ensure high-quality images, which helped attract the first customers.

Similarly, the founders of Stripe manually set up payment integrations for early users, gaining valuable insights into their needs. Building initial momentum involves engaging directly with potential customers, managing outreach efforts and leveraging opportunities to gain visibility.

Founders may have to wear multiple hats and handle tasks that will later be automated or delegated. It’s not a sign of inefficiency, but a testament to the dedication and adaptability required to turn a vision into reality.

In 1976, Steve Jobs started Apple in his parents’ garage with Steve Wozniak. When they created their first prototype, Jobs managed to arrange a meeting with Paul Terrell, who owned one of the first personal computer stores. Jobs pitched the Apple 1 as a groundbreaking product that could be shipped at scale when in fact it was a single prototype. He acted as if Apple was an established company, but there were no production facilities at all. Terrell purchased 50 fully assembled Apple 1 computers at $500 each.

Apple wasn’t equipped to meet the order, but Jobs sold his Volkswagen van, while Wozniak sold his calculator (quite expensive back then). They convinced electronic suppliers to extend them credit and set up a production line in the garage.

They worked round the clock to assemble 50 Apple 1 computers. Terrell was satisfied, though, marking the beginning of Apple’s transformation from a questionable garage start-up to a real company. “The people who are crazy enough to think they can change the world are the ones who do,” said Jobs.

The confidence boost

The way we act doesn’t just impact how others see us, it changes how we feel about ourselves. Do a test: quickly smile… no wider! Now stand up if you can and put your hands on your hips. Are you feeling happier and more confident?

In 2010, researchers conducted a study on what we just did, and measured levels of testosterone and cortisol before and after posing. Those who adopted high-power poses experienced an increase in testosterone and a decrease in cortisol.

They were more confident, less stressed, and felt more powerful and in control.

In business, I find myself talking on stage or pitching to people I want to impress. It took me ten years to work out how to make myself feel confident and tricking your mind by using your body really does help.

While faking it can be beneficial, recognise its limitations, especially in business. Balance confidence and Jobs-style vision with authenticity and ethical behaviour and deliver on your promises.

Building a successful business requires determination and happy customers.

As my experience at the Oxford Union highlights, faking it can open doors, but genuine effort and integrity are the real keys to sustained success.