There is a lesson there.<p>Another story along these lines I heard a few years ago is about a guy who wants to put on a trade show in some industry.  This is going to be the first of a (hopefully) annual occurrence.  A great event to pull customers and businesses together, yadda yadda.  Nobody wants to be the first vendor to sign up for his show.  So, he starts calling some 2nd tier companies and telling them there is "limited space" and "many of their competitors are already on-board", but of course he can't name specific names.<p>Once people started thinking it was actually filling up and was going to be a good event they started to sign up.  He managed to fill the whole expo space at the last minute and everyone lived happily ever after.<p>Had he not sold on the "lie" it would of never happened...  Sometimes you have to get creative with your marketing and take a chance when you believe in yourself.