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Shane Barker is the Founder and CEO of TraceFuse, the first Amazon-approved system for removing fraudulent negative reviews. With more than 25 years of marketing experience supporting Fortune 500 brands, Shane is a leading voice in digital influence and e-commerce integrity. His mission now: to protect honest Amazon sellers from fake reviews that destroy small business reputations—and give power back to real entrepreneurs.

On this episode we talk about:

  • The dark side of online reviews and how companies like Yelp and Amazon impact small business survival

  • Why TraceFuse became the first Amazon Terms of Service–compliant solution for negative review removal

  • The two-year grind it took to “crack the code” building TraceFuse from scratch

  • Lessons learned from earlier startup failures and how to decide whether to quit or double down

  • The danger of burnout, managing personal finances, and hiring a team that can keep you grounded

  • How mentorship can shortcut the expensive learning curve for new entrepreneurs

Top 3 Takeaways

  1. Review manipulation crushes small businesses—but true innovation means fixing broken systems without breaking the rules.

  2. Entrepreneurs often mistake constant growth for success; real wealth comes from clarity, focus, and sustainable scaling.

  3. Mentorship is a shortcut to mastery—paying for expertise can save years of trial, error, and wasted money.

Notable Quotes

  • “Yelp is like the mob—they’ll tell you, ‘Pay us, or those reviews stay hidden.’”

  • “It took two years to figure out how to do it right, but now we’ve removed over 14,000 fake reviews.”

  • “If you’re going to bet on something, bet on yourself. But get someone who’s already done it to help you place that bet smarter.”

Connect with Shane Barker:

  • Website: ShaneBarker.com

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