By Geoff McDonald, CEO of Ambassador
There’s a belief at the core of Ambassador that shapes everything we do:
Customers choose brands the same way they choose friends.
It’s not just something we say. It’s what we live.
They choose based on how you make them feel.
How present you are when it matters.
How consistent you are when no one’s watching.
How human you are—especially when things break or change or get hard.
In a world where so many SaaS companies feel like vending machines—transactional, distant, automated—we chose a different path.
We chose conversation over campaigns.
We chose relationships over tickets.
We chose to build a company that’s not just “customer-centric,” but customer-integrated.
The Future of SaaS Is Personal
That’s why I still personally reply to every G2 review.
Why I join onboarding calls.
Why I run sales meetings, take follow-up calls, and help troubleshoot when things get messy.
Because our clients aren’t just logos on a deck. They’re people who bet on us.
They bring their goals, their pressure, their internal politics, their hope for something that works better than what came before. That’s not a sales pipeline. That’s trust. That’s vulnerability. That’s real.
And the second we start acting like that doesn’t matter is the second we’ve lost the plot.
We’re not just a SaaS company.
We’re a relationship company.
And we’re building the most connected AI-Feedback Network in the world because connection matters.
Why We Stay in the Trenches
I’ve been told by other founders and investors:
“You don’t need to do that anymore.”
“Hire someone for that.”
“You should be focusing on bigger things.”
But honestly, there is no “bigger thing.”
The calls. The onboarding. The G2 reviews. The product feedback loops. The moments when a client says, “We felt like you really cared.” That is the job.
That’s how brands win now. Not through flashy campaigns or over-engineered funnels—but by being available, real, and intentional in how they show up.
That’s the heart of Conversational Commerce.
Not just bots and automations and SMS threads—but trust at scale.
And that has to start with leadership.
This Is What Makes Ambassador Different
We’re not the company that hides behind chat widgets.
We’re not the company that says “we’ll get back to you in 3–5 business days.”
We’re not the company that hands you a login and wishes you luck.
We’re the company that knows your first name.
That jumps in when your team is underwater.
That listens when the easy thing would be to dismiss.
That builds features based on your feedback—not just a roadmap.
That celebrates your wins like they’re our own.
Because if customers choose brands the same way they choose friends…
Then we want to be the kind of friend you can count on.
A Final Thought
The world is changing fast.
AI is rewriting how teams operate. Budgets are tightening. Noise is everywhere.
But through all of it, one truth remains: People remember how you made them feel.
So yes, I’m the CEO.
But I’m also a listener.
A responder.
A teammate.
A person who still believes the most powerful SaaS companies are built one relationship at a time.
And that the future of commerce—real, meaningful commerce—belongs to the brands who show up like people, not platforms.
Let’s go,
—Geoff
