ABSOLUTELY!! Integrity is the Heart of your Business regardless to what it is. Without it your business will NEVER get off the ground. People don't join businesses they join YOU!! And if you're not a person of Integrity, they will not join you period. It's as simple as that. And even in everyday life, if you're not a person of integrity; you will Walk Alone because that's what people want even in relationships: someone who Values Truth and are governed by internal values that will not allow them to do others wrong; even when no one is looking. Someone said "Integrity or Character is WHO you are when no one is looking"