You Must Have Substance Because Reputation Matters in the Long-Run
You might be able to baffle people with you know what initially, but it won't last if you are all flash and no substance. If you make a sale by saying the right things, but don't have the employees or equipment to correctly and timely get the job done, it will be the last time you work for that customer, or anyone that customer tells of your failure. You likely will lose business you will never know you lost. That is how reputation works.
Substance comes a number of ways. It can be through experience, or learning, or building on past successes. But every step you take forward will be lost if you are all smoke and mirrors. The point is not to mislead people about what you can do or your experience. You may get away with it once in a while, but it will hurt you in the long run.
And therefore you will hurt your reputation. Once your reputation is tarnished, it will follow you for a long time.
So respect yourself. Respect the hard work it takes to become a person of substance. If you do, you are heading in the right direction, and have or are building substance.
As always, this post and others can be found on my blog, Business Law Guy's Blog.