In Chapter 9 of 13 in his 2011 Capture Your Flag interview with host Erik Michielsen, Moo.com CEO and London entrepreneur Richard Moross answers "What Do You See as the Key Enablers of Success in the London Startup Culture?" He shares how Europe in general is more pessimistic than optimistic. This fear of failure impedes startup culture development. Moross notes how startup incubators such as Seedcamp and structured entrepreneur network programs can facilitate more supportive risk taking. 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.