In Chapter 11 of 17 in his 2012 interview, London entrepreneur and Moo.com CEO Richard Moross answers "What Role Does Creativity Play in What You Do As a CEO?" Moross is driven by a need to make things. He channels this drive in his design and manufacturing business. Product innovation in the engineering and design continually renews Moross' purpose in his work. Moross is founder and CEO of Moo.com and a leader in the London startup scene.