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Integrity
"Integrity must be the beginning and end point of any practice. As the beginning, it must
be the point from which all products and services are designed. The mission statement,
the strategic business units, marketing and business plan, the personnel and management - all
must be formed from a perspective of integrity: the client is at the center of our
business model and of our universe.
At the end point, integrity must be the reason for conducting this business and executing
on the business model. At the end of the day, the foremost criterion must be: Did I do the
right thing for my clients?
Integrity is defined as responsibility toward the client, toward employees, toward our
partner, toward our profession and toward ourselves."
-Martim de Arantes-Oliveira
as quoted in The Trust Equation
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