Some things have a definite aroma. You can really smell them from a far. A home cooked meal. A fresh sea breeze. Freshly ground coffee. When you smell them, they immediately conjure up memories and emotional bias.
Faking it has an aroma.
If you don’t believe in your start up or your job for that matter, shut up shop now. Move on. You’ll save time. You can’t hide the ‘faking it’ aroma.
When seeking funds or trying to sell in to buyers, if your faking it, they’ll smell it. And when they do smell it all their negative emotional bias will come to the fore. A me too, second tier product reeks of it also.
Seth Godin recently blogged about the power of enthusiasm. This has an aroma too, and people will want a bite.