The idea that I have in mind is to flip technical debt around. We need to see clean flexible code as an asset and count it as an asset. When a non-technical person wants something faster, we need to be able to talk about how much of their asset they would be losing if they want a rush job. They also need to know how much it would cost to restore the asset, and it’s almost always far more than the original development cost.
Michael Feathers’ Blog: Beyond Technical Debt