“Fake it till ya make it”

We’ve all heard it: “Fake it till you make it.” 

It’s practically stitched onto the throw pillows of hustle culture. But in the ever-evolving world of online entrepreneurship, is that advice helpful—or is it quietly sabotaging your success?

What "Fake It Till You Make It" Actually Means

The phrase was originally meant to inspire confidence: walk into that room (or launch that offer) like you belong there—even if your inner critic is throwing a tantrum in the background. And hey, sometimes that’s exactly what you need to push past fear.

Projecting confidence can help you show up with more energy, more clarity, and more authority. The problem? Somewhere along the way, the phrase stopped being about confidence… and started being about illusion.

Confidence is Cute. But Competence is Queen.

Anyone can talk the talk. But if you're promising high-level strategy and can barely define your ICA, that’s not boss behavior—it’s reckless.

✨ The glow-up? Confidence and competence CAN coexist. You don’t need to know everything, but you do need to own what you know and stay in your lane while you’re leveling up.

Your Reputation Is Your Currency.

In the online space, word travels fast. If you overpromise, misrepresent your results, or exaggerate your expertise, you might see a little initial buzz—but it’ll come back around (and not in a good way).

Business Bestie Tip: You can build a powerful brand around being a work-in-progress. Share what you’re learning. Celebrate the wins, but don’t be afraid to share the process. That kind of authenticity creates connection, not confusion.

Burnout Is the Bill You Pay for Pretending…

Pretending to be someone you’re not is exhausting. If you’re constantly performing success—posting curated wins, overcompensating with polished content, and white-knuckling your brand persona—you’re going to hit a wall.

Read that again. You’re not building a business if you’re just building a façade. You deserve a business that’s rooted in reality, not roleplay.

Fake Vibes Attract Fake Results

Clients can feel the disconnect. So can collaborators, mentors, and peers. When your brand energy doesn’t align with your actual offerings or experience, it creates a shaky foundation.

Instead of trying to appear further ahead than you are, try this: build a brand that celebrates exactly where you are right now—with a clear vision for where you’re going. Because that is magnetic. That’s how you attract aligned clients who are ready to grow with you.

So... Should You Ever "Fake It"?

There’s a version of “fake it” that I do believe in—and it’s this:

👉 Show up even when you're scared.
👉 Speak with confidence, even when you're still figuring it out.
👉 Practice the mindset of a CEO, even when your business is small.

But faking your results, your expertise, or your capacity? Nah, bestie. That’s not it.

Authenticity Is Strategy

The real secret to long-term success isn’t pretending to be more—it’s becoming more. Learn. Improve. Evolve. And be honest while you do it. Because nothing hits harder than a business owner who shows up real, raw, and relentlessly committed to growth. So ditch the mask. Ditch the act. And if you’re going to fake anything, fake the confidence—not the credibility.