The PhoneShop Fallacy
Why Confidence Isn’t Credibility.
A story about doubt, design and finding your place
In the very first episode of Channel 4’s PhoneShop, the rookie salesman Christopher learns an unusual lesson from his colleagues Ashley and Jerwayne. With swagger and conviction, they explain the “sales repertoire” and sum it up with a line spoken in Jamaican Patois:
“If man say him a ting, then him a ting.” 🇯🇲
Put simply: if you say you are something, then you are. Identity becomes reality if you project it with enough confidence.
It makes for great comedy in PhoneShop. But in the creative industry, this mindset can be dangerous. In this post, I’ll explore why confidence alone should never equal credibility and how to protect yourself from being fooled by surface-level personas.
How the “Ting” Works
Being a good salesman is not just about what you sell, but how you look and act. Dress the part, project authority, and speak with conviction — and you can convince almost anyone you’re the real deal.
As Ashley puts it:
Ashley - the astute salesman and fan of the actor Jude Law.
Selling is an act… it’s about convincing people, using your assumed authority that you got the answers they wanna hear.
Ashley, PhoneShop (episode 01)
Jerwayne adds:
Jerwayne - an highly successful salesman and irresistible ladies' man.
If you talk with conviction on any topic whatsoever, people will believe you.
Jerwayne, PhoneShop (episode 01)
Here’s the danger: qualifications and experience take a back seat. Swagger alone can persuade. But relationships built on performance and manipulation rarely create real trust.
Digital “Tings” in the Creative World
The same philosophy plays out across today’s creative industry. Influencers and self-proclaimed “creators” often build polished personal brands designed to attract attention — especially from young or inexperienced audiences.
Media influencers.
I’ve seen countless design channels that promise to educate, yet stumble when asked to demonstrate real technique or explain design theory. Their content isn’t about sharing skill; it’s about projecting expertise and pushing products.
This is the modern “If man say him a ting” problem. 😵💫
Online, it’s easier than ever to fake credibility with flawless branding and confident delivery. When identity is performance, anyone can claim to be an expert.
Why Prudence Matters
The fallout is predictable. Over-promising leads to under-delivering. These self-proclaimed “tings” are quick with excuses when they fail to meet expectations. Clients are left with wasted time, lost money, and broken trust.
Practicing prudence isn’t cynicism — it’s self-protection. In a world where confidence equals credibility, vigilance is your strongest tool.
How to Verify the Truth
Here are some ways to protect yourself from the PhoneShop mentality in creative work:
- Look Beyond the Portfolio – A polished portfolio isn’t proof. Ask for case studies or detailed project breakdowns, and check whether the work aligns with your needs.
- Ask Hard Questions – In consultations, dig into failures, problem-solving approaches, and decision-making. Evasive answers tell you more than rehearsed ones.
- Talk to Past Clients – A quick chat with someone they’ve worked with will reveal more than a testimonial on a website ever could.
- Check Consistency – If a creative preaches integrity online but takes shady partnerships behind the scenes, that inconsistency is a red flag.
Conclusion
Confidence sells 💰 — but only integrity delivers. 🚚
So if you find yourself face-to-face with someone who insists they’re a “ting,” remember the wisdom of PhoneShop. Smile, nod… and moonwalk 🚶🏿 the other way.
