The seventh virtue that Benjamin Franklin worked to develop was Sincerity. Franklin described it in simple words as - Use no hurtful deceit; think innocently and justly, and, if you speak, speak accordingly.
This particular virtue is the one that is closely related to being truthful. Franklin upheld truth not only in act, but also in thought and speech. He exhorts us act in a non-deceitful manner, to think innocently and justly and speak on the same lines as well. So, in a nutshell, it is to think, speak and act in a non deceitful manner.
We find so much degradation of moral values in today’s world. People have become so materialistic that they not only think and speak twisted truth, but also act in such a way as to deceive and hurt other people for their material or political gain. But in the fundamental analysis, all human connections depend on a single character strength which is trust. Trust is the bond or the glue which holds all connections together and everything else originates from that. Trust is the basis of business, trade, exchange of goods, services or knowledge. Trust is the basis of our life. And trust is sustained by truth.
Untruth, insincerity is the enemy of trust. Employing those tactics may lead to short term gains in business, but they lead to a erosion of trust. When there is lack of trust, or depreciation in trust levels, at the end of the day, the relationship suffers, the connections suffer and business suffers. But if someone is sincere, it leads to a higher level of effort, better trust and stronger bonds. Hence, being sincere is a very important virtue for a person.