"They were employees 6 & 7 at Yelp, a local review site, born in an incubator."

"Nish was hired to run marketing and community. Michael to emote on branding and user interface design."

"1) Don’t Build (or Settle for) Parity"

"So the big question now becomes how will you do something that stands out?"

"2) Perpetual Benchmarking"

"We took that “competition is everywhere” philosophy to Yelp when we considered that “competition” could mean people choosing not to go out, not exploring new neighborhoods, not realizing their opinion on where to eat, drink and shop, mattered."

"3) Your team, IRL"

"4) Take Little Bets"

"After experimenting in a few cities, we quickly realized that we’d end up with thousands of mediocre reviews and very few dedicated yelpers, if any. More importantly, it just didn’t feel like the right way to grow."

"5) Authenticity at What Price?"

"6) You Can’t Growth Hack Community"

"Yelp chose a slow growth path to success, one review at a time — brands that are made to last tend to avoid short cuts and quick fixes."

"7) The Importance of Being a Brand"

"Almost as importantly, you have to know what your brand is NOT."