Our word is all we've got. It's best to keep it, even in difficult situations. Here’s a time when our honesty was tested: I was going over the analytics for the previous month’s marketing for a handful of clients when I noticed something very odd: A client that had a $500 per month ad spend budget had spent $1,200. Some may say that’s not a huge difference, but it definitely mattered to this client. That was a crap your pants moment. After talking with my team, it was determined that two new Google campaigns were created and live without pausing the other campaigns. We overspent a client’s budget by more than 2x. I looked at the results of those 2 new campaigns. If they had increased revenue to make up for the difference, then that would be ok. They didn’t. In fact, the revenue generated from those 2 campaigns was only about $300. What did I do? I called the client and told them that I messed up – a lot. No excuses, no explanation. We screwed up royally and that’s all there was to...