Looking for a new sushi place? Maybe you need a handyman to fix that faucet that won't stop dripping? Perhaps you finally came to terms that your golf game is garbage and would benefit from lessons? Okay, maybe that one is just me, but regardless of what you’re searching for, you’re likely to check a business's Google reviews to make sure they’re legit.

At least Niko didn't tag his friend in this review

As important as these reviews are to customers, small business owners often have incomplete or missing Google listings. And you can’t blame them, they’re busy. From making deals to balancing the books, they have to do it all – and that doesn't leave much time for marketing.

To remind them how vital a Google business listing was, we created Small Thanks, a platform that turns the reviews from their customers into a suite of marketing materials like posters, social posts, and stickers – free for each and every one of America's 28 million small businesses.

The custom-built system used machine learning and sentiment analysis to identify the common themes in reviews and the most positive word pairings within them. From a punctual plumber to a cocktail bar with a can't-miss Mai Tai, we found the things that make each small business unique and we did it at massive scale.

Owners could customize their assets in a wide variety of styles and colors to match the style of their business. They could even get assets that let them share other unique aspects of their business, like being veteran-owned, having a great patio, or being LGBTQ+ friendly.

I was the creative lead on this project during the pitch and launch, then moved to overseeing the engagement as it evolved into a product for Google, with regular seasonal updates and new features.