Courage
Even in the case of bluffing, when you are trying to get out of a violent confrontation by feigning aggressiveness or fearlessness, when you intend no courageous deeds whatsoever, fakery and courage converge. You must make the other believe you will deliver, and that raises the level of risk in your own world: the risk you will further provoke the other to run you down when you turn and run or, worse, the risk that you will have to deliver if your threat fails to work. Thus to increase your risks is itself a kind of courage. It takes guts to fake it in a rough world.
see matthew 10:16
William Ian Miller- Faking It
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