"I would ask if there are moral implications of selling what you believe you can do (to employees/customers/investors) as if you actually can/have done it."
I totally agree and think it's SUPER important to be honest. Example: I'm a coder. If someone wanted to hire me for a Python job, I would be totally honest, yet confident: "I've never coded Python, but I know Ruby, and I think I could learn Python pretty quickly."
At a previous job, I sat next to a manager who often interviewed programming candidates on the phone. If somebody was trying to BS him, he always looked and sounded irritated. In contrast, when I interviewed, I gave confident answers for what I knew and said "I don't know" if I didn't, often asking questions about what I didn't know because I was curious.
If I were hiring a company to do something and felt they were BSing about what they could do, I would run. But if they said "we THINK we can do it," and explained why, I'd be way more comfortable.
Even better: "we think we can do it, but since we haven't done this before, we're willing to work more cheaply so we can get the experience." That way, I know exactly what I'm getting, and I can weigh the risks. And if all goes well, next time they bid, they can truthfully say "we have experience in this."
That's how I sell myself, anyway.