Craig Ulliott, CTO, Co-Founder and Head of Product at Belly, the World's best and most entertaining loyalty program (or "experiential rewards" in Craig's words).  Belly basically rewards you for being a good customer, but the way you go about getting these rewards is anything but the old tired punchcard.  Craig talks us through the grinding long hours and continuous iterations that took Belly from an idea to a recent round of VC funding to the tune of $10 million.