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.

Yelp is in a very nice spot: local data, and especially review data, is one of the killer apps on mobile phones.

Starting a company, your success is going to be very dependent on how you adapt. You're going to make decisions, you're going to make bets; most of them are going to turn out to be wrong.

In early 2008, it was confirmed that there would be an opportunity to build applications for the iPhone. We were fortunate enough to make the right call on that: to bet early, to put resources into it and have a pretty good application in the store at the moment when it opened.

On mobile, what are the core apps? It's basically messaging, mapping and review data.

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.

About every year or two, there is a moment of truth where there's some new development in the marketplace, some new technology, some sort of existential crisis. You just have to be vigilant about looking out for those moments.