They don't have to believe it. But I think many do (Whether they are lying to themselves is another thing). Most sales/marketing folks I've worked with actually

They don't have to believe it. But I think many do (Whether they are lying to themselves is another thing). Most sales/marketing folks I've worked with actually do believe their product is superior and the best. I don't think it's really as black-and-white as your suggesting, though. In the "employee/employer" context: there are plenty of employees who do think they are the best person for a job. In most cases that's probably just not true, given the size of a candidate pool. Are they lying to themselves?