In Chapter 10 of 17 in his 2012 interview, London entrepreneur and Moo.com CEO Richard Moross answers "How Is Your Creative Toolbox Changing?" Moross evolves his company creative toolbox by continually bringing on new hires with different skills. He shares the story of hiring Dan Rubin after he built a product called Instagoodies using the Moo.com API. Moross connects hiring creative talent with furthering organizational product and innovation needs that occur in technology-driven markets such as personal identity management. 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.