Choose something you are passionate about - or a pain point that has affected you and that you feel really needs to be changed.

I think with every successful consumer Internet business, there will be lawyers that are interested in going after your company, especially when they think that there's a financial incentive.

When Yelp first took off, our rankings on Google would fluctuate wildly.

The biggest thing is to create a product that consumers find useful. As more and more people like something, it becomes harder and harder to have a conspiracy theory about it.

In the very beginning, Yelp started as a service where we really didn't think people would write reviews for fun. The whole concept of user-generated content was pretty nascent in 2004.

Theres simply anger over the accountability that Yelp brings and also this feeling of powerlessness because so much power is now being put in the hands of the consumer. But the important thing that gets lost with some of these business owners who are very upset with us is its the whole picture that counts.

If somebody writes a review of a dry cleaner, that piece of content is not wildly viral. It's not like a viral video that can spread across the world in a matter of minutes, so as a result, each market is almost an island unto itself.