Successful businesses have to be built on a foundation of integrity. You have a responsibility and trust built between yourself, your customers, your investors/shareholders, and your employees.
I have seen early startups swimming in deception about things like financial pro formas, market opportunity, sales pipelines, funding opportunities–they always flounder or fail in this state. Leadership that is willing to compromise their integrity will infect their companies with a cancerous tumor that is complicated to eradicate.
Marketwatch covers the H-P scandal and makes a nice reference to how Warren Buffett values managers, with integrity as a key tenets