Jim Stein was running an independent Yellow Pages company back in the 1980s and realized that consumers didn’t believe the claims made by local companies in their display ads. Over and over, he’d hear, “Sure, every ad claims the company is great, but which companies are really satisfying their customers?” He’d wake up each morning and realize that the heart of the matter, the most important thing he could do for consumers, was to accurately answer that single question. It became his obsession, and he soon began his quest to create America’s most accurate ratings of local companies and show consumers which companies were truly satisfying their customers.