In 2007, four friends and colleagues set out to create the most meaningful gift to express one's love for another. Instead of just saying "I love you", they wanted to get to the deeper meaning of love by helping people express the reasons why they love each other. Rob, Chris, John, and Kevin began working on LoveBook®, a personalized book of all the reasons why you love someone. They believed that spreading love, in all its forms, was an important goal. Whether the book was intended for a romantic relationship, a friend, or family member, their online system could provide a way to help the user express their love for any individual in an adorable keepsake.