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How can companies - startups in particular - build a successful business when they give code away for free? Drawing on Liz’s experience with the Cilium project and as former chair of the CNCF’s TOC, and learnings from Isovalent’s path as a business founded around open source technologies, this talk explores how shared values can lead to collective success, draws out the relationships between project health and vendor viability, and gives practical tips to help balance business goals with the needs of end users, contributors and maintainers alike.