Truth

There is a commercial for an insurance company that has people telling the truth. A contractor is sitting with a prospective couple discussing a renovation. He says that he will take out a load bearing wall, it will cause problems, they will not be on schedule and it will cost more than expected. They know where they stand. That is all people want. Knowing where they stand. Don't lie. Don't fabricate. Tell it like it is. In the long run everyone is happier.