BBB Institute for Marketplace Trust - Principled & Genuine

Principled & Genuine


High character people seek something greater than intelligence or knowledge (knowing information); they seek wisdom (knowing what is right and true). Wisdom requires us to reflect, to contemplate, and to use our conscience before acting. Wisdom requires humility. You must be teachable. If you are to put these things into practice, you must be willing to take a look at what you thought you knew about yourself and the ideas you hold. (Observable virtues: principled, prudent, contemplative and humble).



High character people are true to their beliefs. They strive to be what they say they are and their behavior matches their beliefs. They actively self-reflect, and know who they are and what they stand for. Their actions are consistent with their beliefs, and they strive to do "what is right or wise" rather than "what might work or be popular." They seek wisdom first, and then consistently apply it to themselves and as a result can be trusted within their organizations, marriages, families, fellowships, friendships, teams, etc. (Observable virtues: genuine, reflective, self-aware and single-minded)


High character people do what they say they will do. In addition to acting consistently with their beliefs, people with integrity do what they say they will do even when it is inconvenient or difficult. If they are unable to to keep their commitments they inform those affected and take corrective action. They are candid in supplying relevant information. They do not interpret agreements in any unreasonably technical or legalistic manner in order to rationalize non-compliance or to justify escaping their promises. They resist manipulation and avoid practicing it. (Observable virtues: reliable, consistent, predictable and orderly.)


High character people speak the truth with compassion. Honest people speak up, present their facts with thoughtful accuracy, and do so with compassion. They do not avoid communicating critical or disappointing news, but present it accurately and with genuine care for the recipient. They are clear in their communications to minimize misunderstandings. They do not deliberately mislead or deceive other by misrepresentations, overstatements, partial truths, selective omissions or other intentional, negligent or sloppy means. They take responsibility and don't shift blame. To avoid confusing others, honest people break habits of sarcasm and cynicism. To avoid angering others they avoid sanctimonious and condescending tones. (Observable virtues: discrete, discerning and precise).

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