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It does depend on how you take the meaning of the saying, but for me, it generally means to act with the pride and confidence of success and growth of your project even if that is not really the case. In more basic terms, it really just comes down to being optimistic and casting that optimism when engaging with others about your project. This is very important and a solid way to help gain actual success as people are drawn to ideas and concepts that are positive and appear to be successful. There are times and places to be truly genuine about things and of course, lying is bad, but members are not looking for admins to be depressed and spreading negativity during times that might be producing worse than normal results.