fadvertisment
When you talk about a business idea before it even exists, like you're trying to trick people into thinking it's real. It's like lying before the lie is even ready.
'I told everyone about my new coffee shop before it even had a sign, and now I have to open it or face embarrassment.'
'She started advertising her new pet grooming business before she even had a pet.'
'He talked about his new restaurant like it was already the best in the world, but it's just a hole in the wall.'