Securing funding isn't easy, so it makes sense to use every tool at your disposal to make it happen. FirstRound tells the story of how GiveForward catapulted its way to success on the basis of its remarkable company culture. By building a business where people would want to work and identifying values that they believed in, they were able to get the attention of partners and investors who recognized the strength of that vision.There are lessons here for every startup trying to make sense of who they are and the genuine value in that.