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All things being equal, in my book, I want to work with an organization that I feel I can trust. And for me, that's in part whether someone is a "good person" but also whether they are a good businessperson.
For example... there are some people in the biz who I personally have little in common with and don't particularly think are charming and nice, but I'd have no problem doing business with them because I feel like they're honest and we'll have successful business dealings.
On the other hand, I've had business dealings with people who are pretty well regarded, friendly and nice, and whom I thought were decent and honest people ... who, it turns out, totally burned us (or at least, attempted to.)
So... I vote for integrity, however one can size that up, as the key element in choosing to work with someone or not. And usually, people with integrity are also decent, nice people, but "nice" people don't always have integrity.
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Well... Nice is Different than Good.