A company owes its builders a moral contract: if they take the hill, leadership must work just as hard to unlock the value of what they built.

In the same way we owe our you we have a responsibility to our users we have a responsibility to our engineers or our builders people who are in the factory building and so I said there there should be a moral contract if you're going to take that hill I'm going to show you that I am going to work just as hard to unlock value out of the work you did