I have written here about honesty, and more particularly, about me being an honest person. It is part of my essence. It is who I am, almost like a personal brand. My brand promise, which is part of my underlying core values of integrity, authenticity and courage, is that I will always be honest. Without fail, and to the best of my ability. But what I have recently realised is that people need to earn my honesty. Like trust, it is not something I should give away freely or without thought. I’m not saying that I should lie. That is