Going too far
Sometimes, organizations tell a story that works. And then they overreach. They believe that they have the ability to expand the story, to move it beyond where their authenticity lies. It's very tempting to do this, because the old story was so effective and people are giving you the benefit of the doubt. The challenge is, once your new story is discovered to be a fraud, your old story starts to be scrutinized even more closely, you no longer have goodwill or momentum and the whole thing falls apart.
I accidentally brought a grapefruit with me on my last trip to Florida. Tucked it into my carry on, didn't eat it at the airport and forgot about it. A big grapefruit. A juicy one. No one questioned it.
Hmmm. I wonder what all that fuss about four ounces of hair gel is about.