In Chapter 4 of 17 in his 2012 interview, London entrepreneur and Moo.com CEO Richard Moross answers "How Are Your Personal Priorities Changing As You Get Older?" To truly be a success, Moross notes it is about being well-rounded personally as much or more than it is being financially prosperous in business. Rather than be a successful businessman who is a "lonely rich guy" Moross makes sure to invest time and effort in becoming a successful human being. 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.