In Chapter 7 of 13 in his 2011 Capture Your Flag interview with host Erik Michielsen, Moo.com CEO and London entrepreneur Richard Moross answers "What Does It Mean to Be a Leader in What You Do?" He shares how his company, Moo, has challenged rules to make an industry, printing, better. It was not only about process improvements such as lowering costs and increasing throughput. It was about being more relevant, responsible, accountable, useful and beautiful. The optimistic vision of continuous improvement over time shapes the Moo company and brand into one known for innovation. Moross is founder and CEO of Moo.com. Before starting Moo.com, an award-winning online print business, Moross was a senior design strategist at Imagination, the world's largest independent design company. He graduated from the University of Sussex, where he majored in philosophy and politics.