In Chapter 12 of 17, entrepreneur, innovator and Moo.com founder Richard Moross answers how he unlocks value with customers by creating emotional connections and relationships. Moross learns from early partner Flickr (www.flickr.com) that providing tools that enable storytelling and sharing creates an openness that allows the customer to participate. Over time, Moo continues embracing customer feedback and two-way communication in product development efforts while listening as much as possible. As a result, the relationship enables loyalty.