In Chapter 12 of 17 in his 2012 interview, London entrepreneur and Moo.com CEO Richard Moross answers "What Has Working Internationally Taught You About Communicating Across Cultures?" Moross discusses taking his London, UK based company into the United States and the cultural and customer differences that have come with it. He discusses the importance of understanding employees on their terms, for example knowing about commutes, and doing the same for customers, in particular how product demand varies by region. Moross is founder and CEO of Moo.com and a leader in the London startup scene. Before starting Moo.com, an award-winning online print business, Moross was a strategist at Imagination, the world's largest independent design company. He graduated from the University of Sussex, where he majored in philosophy and politics.