We’ve been getting some great feedback on our monthly Startup Edge newsletter, which got me thinking about something we all deal with: reviews.
Every issue we send out (just once a month) is packed with actionable insights—each one is basically a masterclass for entrepreneurs. But no matter how good your content or product is, you’re living in a review-driven world. And like a Black Mirror episode, everyone’s judging everyone else. No escape.
Why Reviews Matter More Than You Think
Reviews are your startup’s social proof. They’re powerful—and yes, sometimes a little terrifying. Just ask any author who’s waited for the Amazon stars to start rolling in. I’ve been there with Start. Scale. Exit. Repeat. and thankfully, we came out on top:
- ⭐ 4.8/5 stars on Amazon
- 🏆 29 global awards, including Axiom’s 2025 Entrepreneurship Book of the Year
In the book, we break down the importance of reviews with a simple equation:
Big Marketing + Bad Reviews = Flop
Great Reviews + No Marketing = Flop
Great Reviews + Great Marketing = Lots of Money 💰
Need proof? Look at Top Gun: Maverick—96% on Rotten Tomatoes and $1.5 billion in global box office.
Joe Foster’s 5-Star Review That Changed Everything
Back in 1979, Joe Foster – founder of Reebok – finally got three different pairs of his shoes rated 5 stars by Runner’s World. After 10 trips to the U.S. over 10 years, that one thing sealed a distribution deal. Then, Jane Fonda wore his shoes on TV (and yes, she bought them herself).
Reebok went from $9 million to $900 million in just 4.5 years, becoming, for a time the #1 shoe company in the world.
Reviews + influencers = timeless winning formula.
5 Real-World Tips to Get Better Reviews
- Make Something Great
Start. Scale. Exit. Repeat. took 10 years, 6 collaborators, 200+ interviews, and a custom cover. Those awards weren’t luck, they were earned based on years of just pure hard work.
- Ask for Reviews
Reviews are like fuel. We own Airbnbs in South Florida and learned the hard way: one bad review early on tanked a listing. We rebuilt, earned 119 reviews, and now it’s rated 4.99.
Social proof = money. Lots of it.
(BTW, if you enjoy this newsletter, please leave us a review. And check out the book and podcast while you’re at it!)
- Make It Easy
Include direct links. Mention reviews on your videos and podcasts. Use QR codes if you’re in a physical space.
- Showcase Your Praise
We leaned into endorsements early even when we were unknown. To our surprise, we got incredible feedback. One awards founder said he’d never seen such endorsements for an indie book.
The result? Hundreds of reviews and a big boost in sales. People tend to follow other’s leads, and momentum builds on itself… so those early reviews and endorsements are critical.
- Promote Your Praise
Announce wins on social media, newsletters, podcasts. At Paw.com, we highlight our 37K+ 5-star reviews in ads and on our site. It works.
Bonus: Listen to the Critics
Negative reviews sting but sometimes, they tell you exactly how to improve. Before blaming the reviewer, look inward and ask yourself: Is there something we can do better?
Ironically reviews have been manipulated to the detriment of companies. Anyone who has recently gone on a cruise or bought a car knows that the staff spend an enormous amount of time asking for a 5 star review instead of giving the customer the freedom to give an honest review. No one wants their waiter to get fired or lose commission. Companies need to separate compensation and performance from reviews. If the company knows they have bad reviews in a particular area they can work to correct that issue and actually create a more satisfying experience.
Always respond to a negative reviewer in a positive, professional way, showing you’re willing to address the issue… unless the guy’s a total jerk. In that case, still respond but stick to the facts and highlight the many others who had a great experience. Keep it classy, even when they don’t.