Integrity

Do what you say you’re going to do, when you say you’re going to do it.
You ARE your word.
The underlying structural integrity of your business will ensure that you focus on the responsibility of systematically leveraging your business around doing what you know you’re meant to do, when you know you’re meant to do it.
Honour your word.
Look at the example of setting an appointment. If you know you’re going to be late, when should you ring the person who you’re meant to be meeting. The answer, as soon as you know. Change the time, and get back in integrity.