A company can speak of honesty, conscientiousness, and responsibility, but behave in an entirely different manner. The proof, as they say, is in the pudding. Empty platitudes about virtue are as fraudulent as outright lies.

Integrity demands that one implement the principles that one advocates. Integrity is virtue in action.

The construction trades are infamous for con-artists and frauds. Many consumers are leery of contractors, and rightly so. But this does not mean that all contractors must resort to fraudulent behavior to be successful. Quite the contrary-- a company that treats its customers honestly and with respect will enjoy success in the long-term.

Consumers want to deal with honest and reputable companies. If a company promises such, it must put those promises into action.

Integrity does not demand perfection. Rather, it requires one to conscientiously and sincerely act according to the principles one advocates. Acting with integrity can be a challenging task. It can create short-term difficulties, or raise the temptation to take the easy way out. Few people enjoy admitting and correcting their mistakes. To do so requires courage and loyalty. One must possess the courage to do the right thing, and loyalty to one's convictions.

As with any principle, the primary benefit of integrity comes in the long-term. Adhering to one's stated beliefs is the only means to self-respect.