Credibility: Creating it and Keeping It
Credibility is an asset in the business world: no-one wants to do business with a person who is dishonest and does not follow through on their commitments. It takes a long time to develop credibility, a short time to destroy it - and it is often impossible to rebuild it afterward.
Many people in business have lost the art of straight talk: they will purposefully speak in convoluted terms to stretch or disguise the truth, avoid making commitments, or disguise their mistakes. And as a result they lack credibility.
To build credibility, keep it simple. Say what you mean, do not make promises you cannot (or do not intend to) keep, and admit mistakes.