The idea is that you make the company look bigger than it actually is, and go after projects that are at the upper reaches of your capabilities or beyond. This is a good idea when you want to grow your company, as it can allow you access to larger projects and more profitable markets.

Unfortunately, “Punching above your weight” can easily become “Getting knocked out” when you can’t actually deliver what you have promised. To move to the next step, a company needs razor sharp internal processes, committed, expert staff and a clear direction. It’s a big gamble, and it’s double or quits.

There appear to be two ways of doing business: Firstly, do everything right, keep within your focused area of expertise and grow steadily. Secondly, expand quickly, promise the earth and worry about whether you can deliver it afterwards. This appears to lead to poor, rushed projects that take too long and do not deliver, and a lack of confidence from the client.

Way 1 gains long term customers that trust you to tell the truth and deliver what you promise. Way 2 gets you the business in the short term, but means you don’t learn how to manage the project properly and the client will probably jump ship as soon as they can and hire someone that can do what they promise.