integrity: it's what you do when no one is looking that matters.

The simplest thing is that hardest thing:

Do what you say you're going to do. Say what you mean and mean what you say. If you say you're going to do something, do it. And when you can't or when you choose not to honour your word, then just say so. 

Tell the truth. Tell it fast. Words are arrows. Take aim.

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