And yet don't look too good, nor talk too wise;

This is not school. Being smart or being right is not enough. No business exists in a vacuum. You, your employees, your company all exist In a community. Everyone has an opportunity to occupy a niche in the ecosystem.

Just as no one wishes to deal with a know-it-all, no in wishes to compete with an ideal. Fit in and adjust to your customers needs. Be a good customer and good supplier. Remind them that they are working with people.

Some will treat you poorly, those you can ignore. At the end of the day, those customers will cost you more than they are worth. And will drive you into the ground.