S 01 Ep 6 | Where You Go for Software : Reach Your Peak Goddard Abel built G2 to solve the issue of software buyers not being able to find the tools that would best solve their problems , and sellers having to wait nearly a decade for analyst validation that never came fast enough . In this episode , Goddard covers why buyers no longer trust marketing claims and what that means for how software companies need to go to market today . He breaks down how G2 built its organic SEO strategy from the ground up , why starting narrow and doing one job well is still the right move for most startups , and how negative reviews build more buyer confidence than a perfect score ever could . He also touches on how AI is changing the way buyers discover software , moving from rigid category searches toward conversations about what they actually want to accomplish . Goddard gets honest about building culture at scale , making the case that performance and kindness are not at odds , and that authentic in - the - moment feedback is how you actually help people grow .