Speaking at a panel discussion within the CEO Circle Forum 2026 last Wednesday, Diep said the concept of “doing things by the book” is often time-bound and may quickly become outdated in fast-moving sectors like fintech.

“The nature of a tech startup is doing things that have no precedent in the market,” he noted. “What is considered a standard today may no longer be valid tomorrow. In many cases, startups themselves are the ones building the standards.”

Diep, who has spent more than 18 years in fintech entrepreneurship, said companies cannot afford to stand still as technology and business models evolve, particularly during periods of accelerated scaling and market expansion.

However, he stressed that breaking old standards does not mean abandoning fundamental principles, especially as startups transition into larger, systemically important businesses.

He considered that the first non-negotiable standard is putting customers and society at the center, ensuring that products solve real problems and deliver tangible social value. The second is strict compliance with the law, which he described as a more practical and measurable framework than abstract discussions of business ethics.

“Regulations clearly define what is allowed and what is not,” he said, adding that companies should translate legal requirements into concrete internal rules rather than rely on vague moral concepts.

Drawing from MoMo’s experience, Diep said his company has implemented detailed internal codes, including workplace conduct and anti-harassment policies that apply across all levels of management. These standards are aligned not only with domestic regulations but also with international market practices and investor expectations, particularly from foreign shareholders.

On long-term business ethics, he said companies seeking sustainable growth must anchor innovation in core values. MoMo, he said, was founded with the goal of using technology to make financial services more accessible, efficient, and affordable for Vietnamese consumers.

“Ethical standards are not built overnight,” Diep remarked. “They require constant adjustment, leadership by example and persistence, so that growth and innovation do not come at the expense of long-term sustainability.”