Honesty

"Liars, even when they speak the truth are not believed."

   -Aristotle

"The secret of success is honesty and fair dealing.
If you can fake those, you've got it made." ;)

   -Groucho Marx

"This above all: to thine own self be true, and it must follow, as the night the day, thou canst not then be false to any man."

   -William Shakespeare