These values are so basic. First, we must be honest and truthful about ourselves, something that is much harder than it appears on the surface.
Being honest and truthful with others is also quite important and difficult, too. Why is it hard? Too often one can say things that we know consciously or subconsciously the listener(s) wants to hear. Politicians have a particular problem with these values because they are so often very dedicated to their own election or re-election.