But it’s something we should avoid at all costs.

Because if (when) you get found out… it’ll cost you!

I’ve had a really interesting discussion a few weeks back at a conference about improvement claims and how they should be framed to be convincing.

We watched a presentation in which the presenter talked about all the improvements achieved in a particular factory – mainly achieved through digitalisation and then operating efficiency adjustments through clever software.

The presenter claimed that these improvement (delivered by her superb company, of course) would make a 20% productivity improvement. In other words, the factory could produce 20% more product in the same time, and with the same resources, as before.

Wow!

Furthermore, the presenter said this 20% improvement equated to an extra £150,000 (~€180,000: ~$190,000) of revenue annually.

So, what’s not to like???

Well, said my discussion partner, “Is this gross or net?”

In other words, is this the financial gain before or after the presenter’s company have levied their fees and costs?

The difference might be vast. Particularly if the improvements cost half a million to implement!

So, the burden of this tale is to tell it like it really is. If there’s an improvement of £150,000 per year, but the conversion costs £350,000, then it’s still a great story.

It will still get prospective customers’ eyballs.

And do you know what? They may just be even more attracted to your proposition because it’s honest, transparent, and doesn’t treat them like a fool or try to pull wool over their eyes.

As we know, if it looks too good to be true… it probably is! So why put unclear or exaggerated claims out there that will just make your company look silly, or worse?