You shall have a perfect and just weight, a perfect and just measure, that your days may be lengthened in the land which the Lord your God is giving you. Deut 25:15
This verse is talking about fairness when you're measuring out stuff like flour...if you happen to be an ancient Israeli shopkeeper.
Which I'm not. In case you were wondering. (I know you were. Admit it :-) )
For me, I see it as acting in a way that's fair and just whatever you're doing. The alternative would be cheating and lying your way in, just so you can say you "arrived."
Fair isn't always fair, but the reward is long life on the path God has given you. That means whatever it means to you--I'll let you decide.
Characters who act fairly have my respect, just like real people. It's that "pet the dog" scene where the character stops and does something nice and we all sigh. *awwww*
Conversely, a character who deliberately holds back to deceive someone and get "more" of what they consider to be "their share" makes for a good antagonist.
Like stealing candy from a baby.
Brainstorm a scene where your character can make the "right" choice to be fair and just.
And/or a scene where your bad guy can cheat someone out of something.