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Lee Linden

What:

An app that monitors friends' birthdays and milestones, and helps you send them gifts
How do you start planning?

"We start with pinpointing ourselves. For Karma, we had a need. We know we're not the only ones who live far from friends and family. The key is that when you have a problem yourself and you're looking for a solution, that's a good place to start."

How do you make good first impressions?

"Focus on a single task or user problem. Mobile services that do many things are confusing. People want to get in and get out doing one thing."

What are you doing to keep your app relevant?

"You build customer trust, and if they understand what your product does for them, they will come back again and again. Karma, for example, will remember all of the gifts you've given people. We can use that social data to make you feel at home in the app."

Click here to see head-to-head responses to these questions from Linden, plus Path designer Danny Trinh, and Airy Labs founder Andrew Hsu, Nos. 66 and 68 on our Most Creative People list.