In *Incorruptible: Why Good Companies Go Bad and How Great Companies Stay Great*, Eric Ries explores the challenges companies face in maintaining their core values as they scale, particularly under financial pressures he terms 'financial gravity.' This concept highlights how shareholder expectations and short-term incentives can lead organizations to compromise their foundational missions. Ries notes that in sectors like fintech and AI, where rapid changes occur, companies often find themselves adapting their identities to attract capital, sometimes at the expense of their original values. He cites examples like OpenAI, which faced internal conflict over its mission amidst external pressures from investors like Microsoft. Conversely, companies such as Costco and Cloudflare have demonstrated that a steadfast commitment to their missions can yield significant trust and long-term success. Ries advocates for the proactive integration of mission protection into company structures, arguing that those who can resist the pull of financial gravity will ultimately outperform their competitors. His insights are particularly timely as AI continues to reshape industries, raising crucial questions about what values should remain constant amid constant change.