Tim Westergren, founder of Pandora, the personalized Internet radio service that can now be heard through virtually every computer monitor in the nation, is a musician at heart. “I’ve been in rock bands my whole life,” he says, “and I know that struggle for exposure.” For years, he worked day jobs and played gigs at night, convinced that he had tons of potential fans—if only they could find him. That’s where the idea for what he calls “a musical Myers-Briggs test” comes from. Using 400 musical attributes, such as harmony, lyrics, and repetition, Pandora selects songs and artists similar to ones you already like, creating a “radio station” just for you. The company recently signed deals with Sprint and AT&T, so now you can listen on your cell. (“When we figure out ubiquitous Wi-Fi, it’ll be a whole new ball game,” Westergren says.) Despite Pandora’s success, the staff still answer every email and listen to every CD they receive, and Westergren spends weeks traveling around the country each year, listening to people’s music and ideas for the service. “We have a strong identity that’s been forged over the years, and holding on to that is our greatest challenge and priority.” Spoken like a true rock star. pandora.com

Westergren's obsessions

Hotel Utah: “It’s the best place to check out a show, and it’s always treated musicians really well.”

Christopher Books: “This wonderful corner bookstore in Potrero Hill has a super-knowledgeable staff. Every neighborhood should be so lucky as to have a shop like this.”

Bittersweet on Fillmore: “They have the best hot chocolate around—it’s thick enough to chew. I’m a chocolate fanatic. My buddy and I are always looking for the most intense new thing. We recently tried a chocolate bar that was 100% cocoa. It was terrible—it was basically chalk.”

Salmon with farro risotto at Modern Tea: “Single best dish I’ve ever eaten.”