In Chapter 15 of 17 in his 2012 interview, London entrepreneur and Moo.com CEO Richard Moross answers "How Do Leadership and Management Differ in What You Do?" Moross shares how his path or arch as a startup business founder has involved a leadership to management skills transition. As he has experienced, it begins by setting a vision and sharing that destination with others. Management skills require then setting the route and taking the team to that destination. He sees leadership as sentiment and management as grammar and puts a team in place to help him evolve his role and grow the business. 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.