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 out-compete bullshitters.

Out of which only one I think is practical.

First there's patience.

The one problem that bullshitters can’t solve is trust.

Sooner or later, people will start to discover that that

bullshitter just, well, bullshits.

However that doesn't really solve our problem.

For two reasons.

First there's the Lucy approach, which basically means that they will try

ever harder to bullshit even better.

They will never get tired of trying to bullshit people, just like

Lucy never got tired of tricking Charlie brown into kicking the ball

only to eventually pull it back.

But apart from that, the next bullshitter will always be

waiting around the next corner.

Therefore, I think it's best to just face it.

There's always going to be bullshitters trying to catch your customer.

So patience is not really an option.

Which leaves the second approach as maybe the only way to out-compete bullshitters.

Become so good at telling true stories that they resonate better

than their bullshit stories.