Jeff Housenbold recalls that he was spending nearly two thousand dollars a year on Shutterfly.com before he came on as CEO. His personal experience - a family of growing memories to record - paired with his business expertise in melding community and commerce, inspired him to revise the online photography website. He repositioned the company from photo finishing to personal publishing. And selling memory, not product, is how he accounts for his venture going public and establishing a broader market presence, generating over $180 million in 2007.