Every business venture involves a number of relationships with team members, investors, vendors, customers and others.  In each relationship there is the question of integrity - yours and theirs.  Integrity is a combination of morals, ethics, and honesty that is reflected in your behavior, your credibility and your reputation.

You are known by the company you keep which includes your team members, investors, vendors, customers and others.  You must complete a due diligence review of everyone with whom you may be interested in doing business.  You must check their references, check their history and their value systems.

Remember that most small businesses fail, so when you pick yourself up off the ground and dust yourself, the only thing you may have left is your reputation.  If you want to start a new business, you will need that reputation to get started.

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