Barnum declares integrity more precious than diamonds or rubies because it is the foundation of all financial and personal success. He argues that no person can be dishonest without eventually being discovered, and discovery closes nearly every path to success forever. Conversely, a person known to be strictly honest—even if poor—has access to community resources because everyone knows his promises to repay are reliable. Integrity provides better credit access than Wealth and enables peaceful enjoyment of success.

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