I think it depends on how you define this saying. For example, in software development, you have multi stages of building a product with the final stage being able to automate everything without any manual labor involved.
However, it's very costly in term of both time and money, and thus very risky, to try to reach this final stage at the beginning. So what you can do is you "fake" the automation stuffs. Lets use a naive example: on your agreement, you say you will backup the system for the customer every 24h. Ideally, you would do that automatically. However, building such a backup system can be costly for you at first and if you have no customer it will be a huge waste. So in the first months, you can have someone who actually perform the backup manually every 24h for you. Once you justify the benefits then you can actually go ahead with building the automation system.
In this way, you are not deceiving any one, you still deliver the exact service you promise promptly. I think Fake in till you make it work well in these situations?
For short term it might appears appealing, but if you want your venture stand in market for long life avoid it as much as you can.