So how did his first discovery of the site lead him to where he is today? After Fisher and his wife returned from their trip to Europe, he asked if she was thinking about writing some reviews of their experience. "You’re the writer; why don’t you write them?’” he says she told him. “And from that point on, I got hooked.” Why TripAdvisor? Fisher posts on other review sites but sticks to TripAdvisor because, as he puts it, “We all need a focus.” He elaborates, “Someone once told me if you chase two rabbits, you’ll catch neither.” Further, he says he loves to tell a place’s story. And for brands today that need to stand out in an ever-more crowded market, where customers demand not just products, but relationships with brands, a reviewer who tells their story is valuable free marketing. Get the full story at