In Chapter 4 of 17, entrepreneur, innovator and Moo.com founder Richard Moross provides background into why increasing consumer intelligence, via research and education, makes details as important as ever in product and experience design. Moross aspires to create differentiated produce in an increasingly homogenized world in what he does at his company, Moo (www.moo.com). From ordering to fulfillment to messaging, Moross always looks for new ways to stand out in what he creates and how it is shared.