Summary of the Core Content
This article criticizes the current trend where many entrepreneurs engage in excessive boasting during product launches, with the entrepreneur themselves becoming the focus of attention rather than the product. It argues that this form of "boasting marketing" has become completely outdated. The article analyzes the reasons for its failure: public awareness has increased, AI and competitors can expose lies, and carefully crafted personas are no longer convincing. It also points out that consumers now prefer entrepreneurs who are genuine, humble, and approachable (such as Yu Donglai and Zhang Xue), and warns about the long-term consequences of excessive boasting—a negative entrepreneur image can harm a brand's reputation.
Detailed Analysis
Why Does Boasting Marketing No Longer Work? The Public Is No Longer Easily Fooled
In the past, entrepreneurs' claims like "Our product is the best" or "We are far ahead" might have attracted attention, but this trick no longer works. First, the public is more discerning: if you boast excessively, competitors will quickly provide factual evidence to debunk your claims (for example, if you claim your phone has the best camera, they will show technical specifications). Second, AI tools make it easier to expose inconsistencies in your statements; large language models can quickly identify contradictions (for instance, if you said last year you wouldn't enter the car business but then released a new model this year). Even Wei Jianjun, the CEO of Great Wall, has explicitly forbidden his employees from making exaggerated claims. On social media, when entrepreneurs boast, comments often reflect public disapproval.
What Kind of Entrepreneurs Do People Like Now? Authenticity and Humility Are Key
The new trend in popularity revolves around being relatable: it's about sharing common challenges rather than boasting achievements. For example, Yu Donglai (the founder of Pangdonglai) doesn't act like a distant, authoritative boss; his down-to-earth approach makes even small acts of kindness (like providing good employee benefits) highly praised. Zhang Xue (the founder of Zhangxue Motorcycle) didn't claim to be the best in the world after winning a competition but instead talked about her struggles and emphasized respect for her peers, which made her more appealing. In contrast, entrepreneurs like Lei Jun and Yu Chengdong, who used to boast excessively, are now often portrayed humorously in viral videos, creating mostly negative content.
Attitude Matters More Than Stories: Comfort People, Not Teach Them
In today's economic climate, people face difficulties and don't need idol-like narratives (like "How I became a billionaire"). Instead, they seek empathy and support (like "I'm struggling too; let's face it together"). A former Xiaomi PR officer suggested that embracing a more "down-to-earth" image might be more effective than the company's previous high-end positioning. Xiaomi's initial approach made it feel accessible to consumers, but later attempts to distance itself from its roots backfired. The success of Zhang Xue and Yu Donglai lies in their humility; people see them as ordinary people, so even small achievements are seen as remarkable.
The Speed of Information Dispersal: Personas Can't Last
Information spreads rapidly, and what was effective last year may be outdated today. For example, if you try to copy Lei Jun's style of talking about "cutting-edge technology," AI might reveal technical flaws tomorrow. If you try to create a low-profile image, netizens could find past videos showing your wealth display. Personas are vulnerable to scrutiny because all media is available for analysis. The article suggests being transparent rather than trying to hide flaws (like admitting early entrepreneurial failures).
The Long-Term Cost of Boasting: It Can Harm Both the Entrepreneur and the Brand
Short-term, boasting might attract attention and sell products, but in the long run, it's harmful. The entrepreneur's image is closely tied to the brand, and negative publicity can damage it significantly. For instance, at Honor's launch event, people remembered Li Jian's exaggerated claims rather than the product's innovations. A negative entrepreneur image can lead to customer distrust: if even the boss boasts excessively, how can users trust the products?
In Conclusion
Entrepreneurs should stop making their launches feel like "fraud shows." Authenticity and humility are the keys to attracting attention in today's media landscape. The more you boast, the harder it is to avoid negative consequences.