Don't "peacock" your business. Most of the business you're going after cares less about this than you think. That's especially true during economic downturns,

Don't "peacock" your business. Most of the business you're going after cares less about this than you think. That's especially true during economic downturns, where big is synonymous with overpriced. In the long run, you aren't fooling anyone with that (they're going to figure it out), it's a terrible, unnecessary mental burden, and your customers will probably find out that you've been deceiving them. In my first company, my partner and I fell prey to that need to exaggerate our stature. It was almost entirely fueled by our own insecurities, not actual client expectations. In retrospect, we both believe that a large part of our inability to weather the dotcom bust was tied to things we did out of an imagined need to "peacock".