"Honesty is the first chapter in the book of wisdom."
~ Thomas Jefferson, the third President of the United States from 1801-09, and the principal author of the Declaration of Independence (1743-1826)
Being honest in both your personal life and business pays. By "pays" I mean to create solid worth, value, retention and growth. In the Internet industry there are more and more open lines of communications between businesses and their consumers. Intuit and Zaadz.com are great examples of how well this works and creates satisfied customers, better products and more business. Truly engage with your friends, colleagues and customers. Don't beat around the bush. Learn from each other and build something of great value. Don't be afraid to ask questions. Nobody knows everything. Don't act like you do.