Whatever industry you’re in, you will be competing with bullshitters: people who promise big but don’t bother whether they can actually deliver big (if at all).
I see two theoretical ways to outcompete bullshitters out of which only one is practical:
First, patience. The one problem that bullshitters can’t solve is trust. Sooner or later, people will start to discover that the bullshitters just, well, bullshit.
However, that doesn’t really solve your problem. For two reasons: First, the Lucy approach – which basically means that they will try ever harder to bullshit even better. Second, the next bullshitter is waiting around the next corner.
Therefore, I think it’s best to just face this: There’s always going to be bullshitters around trying to catch your customer.
Which leaves the second approach as maybe the only way to outcompete bullshitters: Become so good at telling true stories that they resonate better than their bullshit stories.