After the Lie, Everything Is Audited
One of my clients recently partnered with a paid media agency.
High ticket.
Big promises.
Confident projections.
As the months unfolded, the results didn’t match the rhetoric.
That happens sometimes.
Cold starts are a pain.
Markets shift.
Things don’t go according to plan.
That’s not the real problem.
The real problem is how adversity was handled.
When concerns were raised, the response wasn’t empathetic.
It was defensive.
Explanations.
Justifications.
Subtle shifting of blame.
That’s when the first crack formed.
Later, another issue surfaced.
They claimed they had fixed something.
They hadn’t.
And we had proof.
That was the moment.
Because from that point forward, everything they say has to be weighed and measured.
Every claim.
Every metric.
People *will* forgive mistakes.
They’ll forgive missed projections.
They’ll forgive underperformance.
They’ll forgive “we thought this would work and it didn’t.”
What they don’t forgive is dishonesty.
Especially when the stakes are high.
Too much money has been invested to just walk away.
So the relationship continues.
But the dynamic has changed.
And once that happens, you don’t get the old dynamic back.
Trust is built slowly.
Quietly.
Through consistency and ownership.
And it collapses instantly when integrity slips.
If you’re building anything..
An agency.
A software company.
A brand.
Understand this:
Your word is an asset.
Protect it like one.
🚀
- James
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After the Lie, Everything Is Audited
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