LookFirst builds upon the knowledge and lessons learned from Syr. By introducing many New Yorkers to vibrant culturally-authentic food options that they didn’t know existed, diners were delighted and connections created. Often these experiences were posted on social media. The ephemeral nature of stories limit the impact of those moments by reducing them to impressions, not recommendations. Documenting an experience on a directory or a review site puts those moments in direct competition with paid placement and a user base of strangers. Reactive algorithms and creative ads are no comparison to a suggestion from a friend. Connecting authentic trusted experiences to a like-minded community isn’t as easy as it should be. This market gap was identified and LookFirst was spawned.