Purpose Over Profit—Why Working With People Who Share Your Values Beats Chasing Wealth Alone

For Twitter’s key founders, the opportunity to sell or partner with bigger companies like Facebook, Yahoo, or celebrities was always alluring—and often came with staggering financial upside. Yet Evan Williams’s decisions consistently prioritized the company’s core mission: empowering users and protecting their voices, even when buyout offers would have made him a billionaire overnight. In meetings with tech giants and media moguls, he politely declined upside that would have undermined the platform’s openness or compromised user trust.

From refusing equity-for-celebrity deals to holding the line on data privacy, the leadership struggled—but mostly succeeded—in building a company whose culture was grounded in shared values over personal gain. These weren’t just words; repeated check-ins and open debates about ethics shaped product features and business alliances. Not every founder agreed or chose to stay, but those who did became known as people who couldn’t be bought at any price.

Research on values-driven organizations shows they not only weather storms more effectively, but also create environments where creativity and commitment flourish. Wealth matters, but purpose is the backbone of fulfillment, retention, and impact.

Pause before your next collaboration to clarify what's non-negotiable for you—maybe respect, privacy, or honesty. Bring up these values with potential teammates, asking how they've responded under pressure, and really listen to their stories. As you grow together, check in about your shared goals and values, especially when tough choices come up. And don't be afraid to say no to offers—big or small—that go against the grain of what matters most to you. In the long run, your decisions will shape not just your reputation, but your happiness and the legacy your work leaves behind.