You Are What You Do. I've learned this over the years. It may not seem like a big deal to you but to the other person it's important. Do you make a habit of saying you'll do something and don't? Integrity is important. If you say you'll call back. Call. If you say you'll be there. Be there. If something changes, pick UP the phone. Yes, things happen, but always remember your time is not the only time you've wasted.