Appearances can be deceptive

Bhes Dekh Na Puchhiye, Puchh Lijiye Gyan
Bina Kasouti Hot Nahi, Kanchan Ki Pehchan -Sant Kabir

In this doha, Kabirdas ji is cautioning us that we should not be deceived by the outer appearance of a person and we should verify his knowledge. Taking an analogy from gold, he says that goldsmith cannot determine the purity of gold by just looking at it (outer appearance). He has put it to test to verify its purity. In normal world we do get swayed by outer appearance but this doha gives us a valuable leson that whta is inside ( the knowledge) is what is important.  Jusge by deeds , not by look 

Interpretation from Business Perspective

In many business dealings, do not get into the trap of outer appearance. Many a times people over exaggerate about themselves and /or their business. Be careful and do a thorough due diligence before taking any decision. One of the example which comes to my mind is the Madoff's Victim List which includes big investment banks like HSBC, Royal Bank of Scotland, BNP Paribas, Societe Generale, Barclays, UBS etc who went on appearance and did not look deep into the Madoff's Ponzi scheme.