 At the time of the MAX's development, a repeated statement of McNerney's was more for less. Boeing needed to do more for less. When Boeing presented the MAX to the board, the tagline of its presentation was stingy with a purpose. Engineers that I talked to for the book said that they were told ideas had to buy their way onto the airplane. I talked with one engineer who showed me his employee evaluation, and one of the statements by his manager was,