I think there might be a Goedel's (tried for one whole minute to make the umlaut, failed) analogue here, that any incentive system is 'incomplete' in the kinds of expressions that can arise from it. My working theory is that one can't solve this problem, the best one can do is come up with some Schumpeterian arrangement that encourages the wrong ones to die, but also doesn't make the death of a company into the death of the people who constitute it.

Easier said than done, though. The failure modes on both extrema are clear, and bad.