In Chapter 3 of 17, entrepreneur, innovator and Moo.com founder Richard Moross shares what he learned working and world renown design agency and experience consultancy Imagination. Today, Imagination is the largest independent design agency in the world. Here, Moross learns firsthand what authors Pine and Gilmore termed "The Experience Economy". Moross learns premium pricing comes from experience integration. At his company Moo (www.moo.com), he integrates this experience element in nearly every consumer interaction, pushing the relationship into what Pine and Gilmore term a "transformational business" in line with Maslow's Self Actualization stage in the hierarchy of needs.