There is a new level of accountability at work in business. Or perhaps not so much new as more widely distributed. Today, everyone who can read is your neighbor and has a nice view across the fence to your back yard. If you do well, folks may talk about you; if you screw up, they certainly will. And that threshold is more quickly crossed because more people are watching more of the time and measuring your company's performance against the best providers in the world (no matter that those providers have nothing to do with your business category — customers expect Ritz-Carlton treatment from the guy who changes their oil. It hardly matters if this is fair. It simply is.

Now more than ever, sustainable success depends on integrity — the total integration of what we say with what we do, individually and corporately. As the ancient proverb has it:

The LORD abhors dishonest scales, but accurate weights are his delight. When pride comes, then comes disgrace, but with humility comes wisdom. The integrity of the upright guides them, but the unfaithful are destroyed by their duplicity.
— Proverbs 11: 1-3

Integrity or Duplicity. No company has to cheat to be regarded as duplicatous these days - it only has to say one thing and do another in its customer's eyes.

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