Integrity Isn’t Optional

Integrity. It’s a word we all throw around, but do we really stop to define it, or recognise when it's absent?

As one of my own core values, integrity means showing up with honesty, consistency, and a strong moral compass... especially when no one’s watching. It’s about doing the right thing even when it’s inconvenient, uncomfortable, or unrewarded in the short term. And when you're building or backing a business, that really matters.

But here’s the kicker: you’ll come across people who don’t have integrity. Sometimes it’s subtle. Sometimes it smacks you in the face. And when it shows up - or rather, doesn’t - it can be incredibly damaging.

So what does lack of integrity actually look like in real life? And how can you spot it before it infects your team, your partnerships, your investor group, or even your own leadership?

What Integrity Really Looks Like

Integrity isn’t just about being nice or saying the right things. It’s a set of behaviours and choices that align with core values like honesty, transparency, accountability, and trust.

People with integrity:

• Say what they mean, and mean what they say.
• Follow through on promises, even when it's hard.
• Take responsibility for mistakes.
• Speak up when something’s not right, even if it’s unpopular.
• Are consistent in their behaviour across all levels of power and audience.

This kind of integrity builds trust, the the bedrock of any successful relationship, whether it’s with co-founders, investors, clients, or your team.

Red Flags That Integrity Is Missing

• Inconsistency – Their words don’t match their actions. Today’s values shift to suit tomorrow’s agenda.
• Blame-shifting – Nothing is ever their fault. They dodge accountability at every turn.
• Manipulation or gaslighting – They twist the truth to suit their narrative and undermine others.
• Secrecy and spin – They withhold information, share selectively, or distort reality to maintain control.
• Lack of empathy – They prioritise their own gain over what’s right for the team or business.
• Performative noise – Big claims, loud values, chasing headlines, without the substance to back it up.
• Shaky commitment – They say they’re in, but disappear when it really matters.
• Shortcut culture – Always looking for the fastest route to personal gain, regardless of long-term impact.

Spotting these red flags early is crucial. Integrity (or the lack of it) has a way of seeping into the culture of a business and impacting decision-making at every level.

Why It Matters - Especially for Founders

When you’re scaling a business, who you surround yourself with matters as much as your product or strategy. That includes:

• Co-founders – Misaligned values can destroy a business from the inside.
• Investors – If they lack integrity, you’ll feel it in your boardroom dynamics, deal terms, and the way they treat your team.
• Employees – Even one toxic hire can erode a healthy culture fast.
• Partners – Values misalignment leads to broken trust and broken deals.
• Board members – These are the people helping to guide and govern your business. A board lacking integrity can lead to poor strategic decisions, personal power plays, and a lack of accountability at the very top.

Integrity isn’t a “nice to have”, it’s a non-negotiable. If you compromise on this value in favour of short-term gain, the long-term cost can be enormous.

How to Spot Integrity in Action

Sometimes it’s less about red flags and more about green ones. Look for:

• People who are calm under pressure and consistent in their decisions.
• Colleagues who admit when they’re wrong.
• Leaders who treat everyone - from the intern to the investor - with equal respect.
• Transparency in communication, even when it’s uncomfortable.
• A strong sense of purpose that’s lived, not just laminated.

Ask behavioural questions in interviews. Seek references. Watch how people behave when things go wrong. That’s when true integrity, or the absence of it, reveals itself.

Final Thought

Integrity isn’t just a virtue. It’s a strategic advantage.

When you build your business around people who operate with honesty, accountability and strong values, you create a foundation of trust that’s impossible to fake and incredibly hard to break.

And when you are that person? You attract others who are, too.

So don’t compromise. Integrity isn’t optional.