In Chapter 16 of 17 in his 2012 interview, London entrepreneur and Moo.com CEO Richard Moross answers "How Have You Learned to Adapt When Things Have Not Worked Out as Planned?" Moross walks through specific instances where his company has adapted in the face of a mistake and turn lemons into lemonade. He talks about the need to experiment and work through cycles of broadening and focusing strategy and why commitment and focus are critical to building 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.