06/11/2026
Something that has been on my mind lately is the power—and potential harm—of online reviews. Especially, in light of the proliferation of A.I.
Most people assume that because a review is published publicly, it must be true. Unfortunately, that isn't always the case.
What many people don't realize is that reviews are often written from a single perspective. Sometimes they reflect a genuine concern. Sometimes they reflect a misunderstanding. And occasionally, they are influenced by frustration, disappointment, or a personal grievance that has little to do with the actual quality of services provided. Or they're driven by a lack of knowledge.
As business owners, we all understand that not every client will be happy. We welcome honest feedback and constructive criticism because it helps us improve. What is much harder to accept are reviews that contain accusations, assumptions, or statements that are simply untrue.
A single review can paint a picture that bears very little resemblance to the actual reality.
A misunderstanding can become "bad advice."
A policy can become "unfair treatment."
A situation where safety protocols were followed to keep everyone safe can become "they didn't care what I wanted."
A recommendation that someone seek a more appropriate level of support can become, "they were difficult to work with."
But there is another side to that story.
As a small business owner, I welcome honest feedback. No business is perfect, and constructive criticism is an important part of our growth. What is concerning, however, is when opinions become presented as facts, assumptions become accusations, or important context is left out entirely.
The public sees the review, but they don't see the full picture.
They don't see the full conversations that took place behind the scenes.
They don't see the accommodations that may have been offered.
They don't see the safety measures, policies, professional recommendations, or efforts made to help them succeed.
They only see a few scant paragraphs that can shape their opinion of a person or business they have never met.
Before placing too much weight on a negative review, it may be worth asking a few questions:
• Does it provide objective information, or is it largely emotional in nature?
• Is there context that may be missing?
• Could there be another side to the story? This doesn't sound right.
Small businesses spend years building trust, relationships, and reputations within their communities. Unfortunately, it can take only one inaccurate or very misleading review to create doubt in the minds of potential clients.
I'm not saying reviews should be ignored. Reviews can be important. They should absolutely be used when researching. But they should also be read thoughtfully, with the understanding that every story has more than one perspective. In other words, does this sound logical or does this person have it out for the owner?
Before writing a review, consider the impact your words may have. Before believing everything you read, consider whether you're seeing the complete picture.
Fair feedback helps businesses improve. Unfounded accusations only create harm.
Businesses earn their reputation over years of consistent work, yet a single completely unfounded accusation can influence the perception of someone who has never met us, attended a class, or experienced our services firsthand.
Reviews can help consumers make informed decisions. But with that influence comes the huge responsibility to be accurate and knowledgeable about what you speak and write.
If you've had a positive experience with a small business, consider sharing it. Honest and informed reviews can help balance the conversation and ensure that future clients see a fuller, accurate picture.
And when reading reviews, remember that person's version of events is not always the whole story. There are always two sides.
