In Chapter 5 of 17, entrepreneur, innovator and Moo.com founder Richard Moross uses Seth Godin's phrase "Be Remarkable" to unify his company, Moo (www.moo.com) around a common goal. Moross references Tiffany and Apple as inspirations behind why innovative product packaging creates winning consumer experiences and lasting brand stories. Moross frames this approach as shipping product that takes into account sympathy for the surrounding box.