Have you read The 48 Laws of Power by Robert Greene? It's an interesting read in Machiavelli's The Prince sense, however, it can be distilled into one sentence:
"Promise the world while delivering absolute garbage."
Bait and switch. A sole proprietor cannot get away with that, but hire a manager, or better yet, a team of officers, and you too can deliberately deliver absolute garbage and force your customers to do all the work.
While this used to work in the days of anonymity and distance due to shipping and information delivery times, I do not suggest employing that One Law of Power.
Accountability will be back in vogue soon.
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