Jon Carder created Mojo Pages in 2007 with the intent of becoming the new Yellow Pages. That plan, he admits, hasn't exactly worked.
Carder's theory on business is "fail fast." If something isn't working, change it as quickly as possible. That's what he's tried to do with Mojo Pages.
The company began as a business listings site that contained user reviews. It jumped into a market already dominated by companies like Yelp and City Search, and had trouble competing. So now, Mojo Pages had shifted gears, and is partnering with existing media companies like television and radio stations for cross promotion. Its also creating a series of awards that Carder hopes will be recognized as "the Oscars" of business honors.