This article discusses the moral dilemma faced by Robert, the head of the Northern Bread Mill, and the importance of considering moral norms and values in such situations. The article argues that Robert should be willing to face the consequences of standing up for the people and the mill, and that the voice of the people should be considered most. The article also identifies emotional, cognitive, cultural, political, and institutional enablers and disablers that would likely influence one's ability to voice their moral values in such circumstances.