He knew that if he wanted to build a real, lasting success, people had to win not for him, not for the shareholders and not even for the customer. For the success to last the employees of Continental had to want to win for themselves.
What too many leaders of organizations fail to appreciate is that it's not the people that are the problem. The people are fine. Rather, it's the environment in which the people operate that is the problem. Get that right and things just go.
When an infinite-minded leader with a clear sense of Cause looks to the future and sees that the path they are on will significantly restrict their ability to advance their Just Cause, they flex.