Today, tech companies are facing acute shortages of qualified talent. Start-ups can rarely pay the salaries of Google or Facebook or Amazon. What CAN help startups attract talent? A “mission-driven” culture that allows employees to not only earn a living, but also work toward supporting their beliefs. Every company is on a mission. Not because customers care, but because without a mission, the only way to get an employee to work for you is by paying them more money than their next best alternative.