Sunrise has adopted a set of values that not only promote, but exemplify, everything it does: bold, intuitive, and positive. Bold, because the company believes in blazing new trails and leading the way with bold ideas, rewriting the rules on behalf of the customer, and making a difference every day. Intuitive refers to the company’s firm belief in outstanding quality, tailored to satisfy the specific needs of its customers. And positive, because Sunrise believes that optimists go one step further: The company's goal is to create simple and engaging experiences that are crafted and tailored to the needs of its customers. Sunrise employees are encouraged to revisit these values regularly and discuss their practical implementation both within and outside of the company.