Mission beats Money. Always.

In recent weeks, Meta saw several of its top AI engineers leave, even after offering millions in bonuses to keep them.

They went to work with Elon Musk. Not for money. But because they believed more in the mission.

Mission beats money.

Always.

We might think this only happens in big tech, but it doesn’t.

I keep seeing it in companies every day: teams losing enthusiasm, leaders trying to compensate with rewards and benefits, and a culture that slowly empties out — even when results look good.

What do teams feel when culture starts to break?

👉 Decisions stop reflecting the purpose.

👉 Priorities shift with every urgency.

👉 People do what is asked, but they no longer believe.

Caring for culture is not a luxury.

It is what keeps the right talent in. And the wrong one out.