About seven weeks ago, on a rainy Thursday New England afternoon, I received a phone call from a very senior automotive aftermarket sales and marketing executive. I have known this individual for a long time and admire him as a talented, focused and high-achieving executive and also as a man of the utmost integrity and strong values.

By the tone of his voice I could easily detect that he was quite upset. He said, “John, I need someone to talk to! So, I called you!” My reply was, “Please share why you are angry and so upset!” He cleared his voice and said, “Is integrity dead in our industry?” and quickly continued, by telling me that one of his key vendors was giving him incorrect data, statistics and analysis. And when he confronted them, they still lied about it.

As he took time to take a breath, I stated, quite strongly, that indeed trust and integrity is very much a key part of our industry. And, with people in general.

We continued our dialogue and my friend felt better after his catharsis. And closed our conversation by saying he was going to find a new supplier to replace the company that he did not trust. As I sat in my office, I reflected on the meaning of integrity and trust. Indeed, trust is the basis of all relationships – family, friends and business.

In fact, I would go so far as to say that trust is indeed the most valuable business commodity. Trust and integrity is the best way to fend off your competitors!

Organizations that stand the test of time are transparent, in good times and in bad times. They belly up to the bar and admit their mistakes. They do not back away from an upset customer on a product quality issue.

Trust must be nurtured and earned every day. Of course, trust embodies a “leap of faith,” it involves taking a risk and a belief in the good in others.

Our friend, Ernest Hemmingway said, “The best way to learn if you can trust someone is to trust them.”

Trust is the heart of one’s life and business. Perhaps, it is time to take a trust survey with your customers, vendors and employees. Does this suggestion make you uncomfortable?

Integrity and trust are virtues that must be a key part of the fiber of leadership and of living and loving.

It encompasses being:

• Accountable
• Truthful, even when it hurts.
• The courage to face adversity.
• Being able to look a displeased customer in the eye and say you are sorry- and mean it.

A sad commentary, that if we have to go through life, mistrusting others, we are in effect living, in a sense, in a state of fear! The good news is that integrity and trust begets integrity and trust.

The news is frequently filled with stories of companies that were caught violating good business and ethical practices. Some CEOs feel that they can fool their customers. What a sad state of affairs. They repeat an incorrect statement or figure long enough, they start to believe it is true themselves!

We have all witnessed the “know-it-all” leader. As companies review their assets, it is paramount that they cherish the value of integrity. Sales and profits will increase or decline, but integrity and trust are forever. The integrity of a leader or a company takes years to earn, but takes only seconds to lose.

At times, I feel the pressures of today’s business climate results in an attitude that the end justifies the end.

We all experience people that over-promise and under-deliver. Of course, businesses are judged by the top line and the bottom line! The same holds true of leaders. When all is said and done, credible leaders possess integrity.

The root meaning of the word “integrity” is: “The state of being whole or undivided.” In truth, we demonstrate integrity when there is unity between our words, actions and the truth.

Sadly we have all observed the old adage, “A lie repeated enough times becomes the truth!”

Leaders set the tone with regard to integrity, and encourage the moral courage for employees to challenge business practices, and remove the fear of retaliation. At the end of the day, and there will indeed be an end of the day, conscience and character will prevail.

Let us all create a new wave of integrity!