How do you maintain your integrity in an otherwise very competitive and sometimes unscrupulous industry, as business can sometimes be cut throat?

I am a firm believer of what goes around comes around so I try to treat everyone the same. My business has honestly been able to grow by word of mouth. I have a return ratio of 85% which is something that is almost unheard of. I am up front and honest with my clients, I meet my deadlines and they are always able to reach out to me if they have questions or concerns. I wear integrity like a badge of honor so it’s important for me to have good business principles. I’m also very big on the vibe. Not all money is good money and I have turned clients down if they ask me to make something that is offensive.