This article focuses on perceptions and behaviors surrounding potential conflicts of interest and/or commitment on both personal and institutional levels. It references past cases, public reaction and subsequent policy decisions. Most people believe conflict to be negative, something to be avoided. While conflict might make one feel stressed, angry, scared, or confused, it can offer new and positive opportunities for change, learning, and growth. In that same vein, a potential conflict of interest or commitment is not inherently a bad thing. Conflicts within science are almost to be expected. In fact, often it means there is good work happening that will contribute to generalizable knowledge and benefit society. Therefore, there is no shame or crime in having external financial relationships. The shame is in allowing those relationships to potentially bias the work, create false presumptions and distort decision-making, or in hiding the fact that they exist in the first place. This paper endorses a proactive approach for dialoguing and developing effective conflict of interest policies that will ultimately lead to changes in people's perceptions as well as their behavior in conflict of interest situations.