Long-time Industrial Marketing columnist Keith J. Evans cited a line by Ralph Waldo Emerson in addressing a reader's concerns about a competitor's exaggerated claims for its equipment:
"We do not believe that it ever pays to exaggerate or overstate the advantages of any product whether sold to the industrial or consumer markets. There is no harm in putting your best foot forward but we doubt if your competitor will gain in the long run because as some great man once wrote: 'What you are speaks out so loudly I can't hear what you say.' "
Source: BtoB predecessor Industrial Marketing, October 1944, page 110.