Ethics are very important to all business people. Yet, many neglect ethics as an important concept that has a major impact upon a person's success as an entrepreneur and investor. Consider something as simple as sales. Many would-be entrepreneurs actually hate the sales process, which is a serious disadvantage, given that generating sales is a company's most important activity. In Flying Solo: How To Start An Individual Practitioner Consulting Business, Stuart Walesh says new consultants often associate negative connotations with marketing