About.com was a different model and a different buzz.

Born out of the media world, the strategy was to create a human filter on web searches. Subject matter experts collated the best weblinks on their subject. Guides compensation was based on their web traffic: the better they did, the more they earned. Great lessons learnt in the hidden secrets of ad revenue. The most profitable guide sites were rodeo and pregnancy, which says lots about clear target markets. I loved the team, I loved the company, I loved the city. I loved it all. And then I fell in love.

It was time to stand on my toes and reach for another dream.