Humans are too smart to be fooled by a Potemkin village, a façade that pretends to be one thing and turns out to be another. Sure, you can fool some people once or twice, but this is the key lesson of the new marketing: once fooled, a person will never repeat your story to someone else. If you are not authentic, you will get the benefit of just one sale, not a hundred. The cost of your deception is too high.”