24. Bombastic boasts—"We are positioned to become the preeminent provider of XYZ"—do not constitute a position.

The 24^th thesis means that companies should not brag about things that they are not even sure if they can even finish something. They should not make up things to somehow make their names popular to the markets or clients. Being dishonest and fraudulent to the markets or clients would only make the names of the company gain a bad image rather than a good one. Every people know that lying is something which is not tolerable to do. That is why saying false things about something should not be done by the companies to avoid being in the position where markets or clients do not trust them anymore.

Companies should only announce and proclaim things if they are sure about it and is very capable and competent to do such things. They should think properly about the things that they are about to say to their markets or customers because whatever they say to their markets or clients it will stick to the head of the customers and is very difficult to erase. Markets and clients would then expect the success of the things that the company has said. Being success about a promise would give their company the respect they truly need but if they fail to do the things they had promised, the customers would lose their trust and would have a bad image about that company.

The reputation of a company is very important and fragile. One false move and the whole company might go down with the false things they are proclaiming. They should be very careful about the things they are telling their markets or clients because it might be the last time they could proclaim things again.