Multi-level reputation based recommendation system and method focused on users as opposed to products or web sites. Establishes reputations of recommenders that may extend beyond a given user's first hand trust of these recommenders. Trust formed between a second and third user based on similar valuations that may not be shared between the first user and the third user may be utilized when recommending something useful for the first user. Reputations are subjective to each user and change over time. Provides recommendations to connect users with blogs, videos, other users, music, books, web sites, reviews, products, vacations spots, hotels, cities, events, activities and ad units for example. Does not rely on the number of static information connections, i.e., links to a given web site, but rather utilize dynamic information as it spreads through the interaction of users. May be utilized in any application or domain where users attribute value to things or actions.