15. Advocates Turning Rogue: The Importance of Reputation Management

Imagine you are driving home after a hard day’s work. It’s about dinnertime and you are getting hungry. You push a button on your steering wheel and say, “Siri, what’s the best Italian restaurant near me?”

“OK,” she says in her female, intelligent assistant, natural tone. “One of these Italian restaurants looks fairly close to you. I’ve sorted them by rating.”

The first question that should pop up into your mind is, “Whose rating?” iPhone doesn’t collect ratings for restaurants. You haven’t loaded ratings of your favorite restaurants into your phone.

The answer is Yelp’s ratings. During Apple’s 2011 “Let’s Talk iPhone” event, keynote speaker, Scott Forstall, former senior vice ...

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