Trust in business is very important, according to Tej Kohli. Treating employees, partners, investors and customers in the way the business owner would want to be treated creates an environment of trust and support. Staff will respect you and are likely to be more loyal. Customers will keep coming back and will hopefully recommend you to future customers, the same with investors. Being dishonest can contribute to the formation of a bad reputation, which is an absolute no, no, as it is extremely difficult to get rid of. Integrity goes a long way and will pay off greatly in the long term.