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Do you expect a 12-century Norman baron to believe in "doing good for its own sake"?

There's a bit more to it than that. Don't act in a way that openly flouts their ideas of right and wrong. "I'm the boss, so I can treat you however I like" will not work here. Work with their nature not against it - eg turn potential troublemakers by recruiting them into your private militia...

Normans and Saxons A.D. 1100" My son," said the Norman Baron, "I am dying, and you will be heir To all the broad acres in England that William gave me for share When he conquered the Saxon at Hastings, and a nice little handful it is. But before you go over to rule it I...