So I call it by a simple, old-fashioned name: corruption.
Maybe you've wondered why everyone accepts this as inevitable. Maybe you, too, have wondered if there's a better way.
To find it, we have to accept something that almost everyone understands intuitively yet rarely says out loud: Not every form of making money is equally good.
Nobody seems to be in charge.
Yet look around. In almost every industry, there are outlier companies that remain purpose-driven despite massive scale: Vanguard in finance, Patagonia in apparel, Costco in retail. Once you know how to look, you'll discover them everywhere, quietly fulfilling their promise day after day, year after year, while making huge profits.
So what can any individual actually do about it?
Only you can help break this cycle. If you are not yet addicted to the products and platforms extracting value from you rather than creating it, do not begin. And if you still have the strength, walk away. As a customer, as an employee, as an investor, you have the power to refuse.
And we give this power away so cheaply, so thoughtlessly. We invest our retirement savings in the very systems we complain about. We buy from whoever has the slickest marketing or the most convenient platform. We work for companies we don't believe in. And with each choice, we add our small bit of gravity to the system, making it feel more permanent, more inevitable.
The future we build depends not on some distant "them" making better decisions but on us recognizing the power we already have.
Excerpted from Incorruptible by Eric Ries, published by Authors Equity. Copyright © 2026 by Eric Ries. Reprinted by permission of Authors Equity.
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