Firefly: The Web Site That Has Mad Ave. Buzzing

The Internet startup takes word of mouth to a new level

Picture all the people whose judgment and taste you trust the most when it comes time to buy a new car, select a mutual fund, replace the television, or pick up a book. Now imagine that group of reliables swelled by hundreds or even thousands of strangers--all of whom like the same things you do and prove it every day by making similar purchases.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.