Integrity has found its rightful place at the head of the business communication revolution table. Words like authentic, transparent and genuine (all synonymous with insides matching outsides) are among the most popular vocabulary words of today. Not because people do these things particularly well, but because the act of exuding these characteristics is highly desirable, especially as it pertains to communicating. Integrity is what we crave and expect in our interactions with other humans (brands) — and we should expect nothing less.