When you maintain your principles even in small ways, it generates trustworthiness.

People can see you sacrifice for the principle even when it's hard, making it more likely you'll do it in the big ways, too.

That creates stores of trustworthiness, and that loyalty is powerful.

Every time you run into a challenge with the principle, it gives you an opportunity to show off your principle you're proud of.

One of the reasons the $1.50 Costco hotdog is so powerful.