In Chapter 10 of 17, entrepreneur, innovator and Moo.com founder Richard Moross shares why mistakes and apologies matter. If you are not making mistakes, you are not trying anything new, Moross notes. He references Esther Dyson and her motto to always make new mistakes. More importantly, Moross highlights the importance of apologizing and how the apology enables a humanizing reconnection. Moross' company, Moo (www.moo.com) takes a unique approach to solving an ordering mistake by creating a character, Little Moo, to communicate with customers and build a bond. The approach wins over customers, who appreciate not only the openness to admitting fault but also the creative means by which it is done.