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Understanding Wikipedia's principles is important in avoiding a conflict of interest, because the principles define what improves, and does not improve, Wikipedia.

In terms of close connections, the most important principle is:

<div style="font-size: 200%;">Wikipedia is an encyclopedia.</div>

So what does that mean?

'''It means that Wikipedia should provide ''unbiased'' and ''accurate'' information.'''

In more detail:

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| valign="top" | [[File:Balanced scales.svg|50px|left|alt=Balanced scales|What is "unbiased" on Wikipedia?]]
| "Unbiased" means that promotion is not allowed. ''{{dfn|Promotion}}'' on Wikipedia means promoting any particular viewpoint. This includes:

* Advertising (which promotes a positive viewpoint about a certain organization's goods/services)
* Advocacy (which promotes a viewpoint by definition)
* Attacks (which promote a negative viewpoint about something)

More details are at [[WP:NOTPROMO|Wikipedia is not a soapbox or means of promotion]] and [[WP:NPOV|Neutral point of view]].

If your goal is to do any of the above, then {{em|Wikipedia is not for you}}. You should consider [[WP:ALTOUT|other places]] where promotion is acceptable.
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| valign="top" | [[File:Question book-new.svg|50px|left|alt=A book with a question mark|What is accuracy on Wikipedia?]]
| "Accurate" means that all information must come from [[WP:RS|reliable sources]]. Common examples of reliable sources are newspapers, books, magazines, and {{em|some}} websites.<ref>Websites are considered reliable sources if they have a reputation for providing accurate information. Blogs and wikis (including Wikipedia!) are usually not reliable sources.</ref>

This means: ''If your subject is not well-known enough to have been discussed in outside sources, then it cannot be on Wikipedia.'' This requirement is called [[WP:N|notability]]. Check if your subject meets this requirement before writing about it.

We'll return to the rules about sources later in this guide.
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