Like the discussion of employee talent vs qty graph shape, there exists a similar graph of employer quality vs qty of some shape. And if you know as an employer you're at a very low point of that graph, unable to execute, unable to meet deadlines, unable to pay contracts in full, all you may really have left is nice personal charisma, making it all the more crucial.
You can behave like IBM or Google if you're IBM or Google. Little startup, maybe not.
If all you've got left is the ability to be nice because everything else is lost, then being nice is becomes more important than at Accenture or insert any other large company.
Its similar to the concept of "grace under fire" which used to mean something other than a sitcom or a martial arts TV show.