Even the smallest, scrappiest entrepreneurial businesses are sometimes tempted to put on airs of formality and rigidity when providing customer service. Picture Jimmy McGill in Better Call Saul in the early days of his law practice, answering the phone in what he thinks is an aristocratic British accent so he can pompously screen his own calls before answering them. Or, I’ll fess up to this next pretense myself: When I was just starting out in business, I requested that the bank start my check sequence with check number 50,000— yes, with four zeroes–because I thought it made my startup seem more established.

Read the full article at Forbes.com