Never ever ever lie.
When someone asks you something you don’t have the answer for, the answer is, “I really don’t know”.
Don’t exaggerate, don’t mislead, don’t hide bad news.
Be straight with your staff, your partners and your shareholders, always.
People respect honesty. It builds trust over time.
Trust is what makes your company move fast, and helps you get through tough times.
Trust comes from always telling the truth.
Nobody has all the answers, there is no entrepreneur that knows it all.
Entrepreneurs never lie.