>> in 2010 pavia rosati and jeralyn gerba had an idea for a new kind of travel site.s members of the original team that developed the daily candy website, they had some success under their belt. so, they applied the lessons they learned there to start up their own site called fathom. >> when pavia and i decided to launch a new endeavor, and leave our wonderful jobs at daily candy, we took with us a few guide posts, and then a few key principles that we came up with, and that we established over the years at daily candy have sort of just become the universal rules about how i work. >> i think i've said this 40,000 times over the last decade, the microscopic is universal. which means telling a story with as many details and personal tidbits as possible to really make it feel you're hitting home with the person. >> the more precise you get about your recommendations, and this isn't just for travel, this is for anything, the more precise you get, the more compelling you are. >> you can teach writing. you can't teach taste. >> somebody who has an interesting experience to