For the last few years, we’ve been continuously improving Geedesk.

New features. Performance improvements. UX refinements. Bug fixes. Workflow optimisations.
Yet, despite all this work, some customers told us something uncomfortable:

“Geedesk hasn’t really improved much.”

At first, this felt unfair. We knew how much had changed under the hood and on the surface. But once we paused the defensiveness and analysed the feedback honestly, the real problem became clear.

We weren’t failing at building the product.
We were failing at communicating progress.

And in SaaS, silence looks exactly like stagnation.

The Assumption Customers Make (Whether You Like It or Not)

Customers don’t read your Git commits.
They don’t track subtle UI refinements.
They don’t notice performance improvements unless something breaks.

They rely on signals.

If they don’t see:

• Product announcements
• Release notes
• “What’s new” emails
• Clear explanations of why something was built

They naturally assume:

“Nothing meaningful is happening.”

This is not a customer problem. This is a product communication problem.

At Geedesk, we realised that while we were shipping regularly, we were shipping quietly. Over time, that silence trained customers to believe the product was static.

Building Is Only Half the Job

Most engineering-led teams believe that:

“If the feature is good, users will notice.”

That belief is wrong.

A feature that isn’t announced is a feature that doesn’t exist – at least in the customer’s mind.

Good products don’t just evolve.
They tell the story of their evolution.

Without that story:

• Customers undervalue the product
• Renewals become harder
• Pricing feels unjustified
• Trust slowly erodes

This was a painful but important lesson for us.

What We’re Changing at Geedesk

Starting this year, we’ve decided to treat product communication as a first-class system, not an afterthought.

Here’s what we have decided to do differently.

1. Feature Announcements for Every Meaningful Release

Every new feature or significant improvement will be announced via email.

Not marketing fluff.
Not hype.

Just:

• What we built
• What problem it solves
• Who it’s useful for
• How to start using it

The goal is simple:
Customers should never have to guess whether Geedesk is improving.

2. Monthly / Quarterly Product Updates

In addition to individual announcements, we will send a consolidated update every month or quarter.

These emails will cover:

• Features shipped
• Improvements made
• Bugs fixed that customers actually care about
• Small enhancements that add up over time

More importantly, we will explain why certain decisions were made.

Context builds confidence.

3. Explaining the “Why”, Not Just the “What”

A feature list without reasoning feels random.

So we’ll also explain:

• What customer feedback led to the change
• What problem patterns we observed
• Why we prioritised this over something else

This helps customers understand that:

• Their feedback matters
• The product roadmap is intentional
• Geedesk is being built with them, not at them

4. Making Progress Visible, Not Just Real

Progress that isn’t visible doesn’t count.

By consistently communicating updates, customers can:

• See momentum
• Feel reassured about long-term viability
• Justify the product internally to their teams
• Feel confident renewing and expanding usage

This is especially important for B2B software, where perception plays a big role in trust.

A Lesson for Every SaaS Team

If you’re building software and hearing comments like:

• “The product feels the same”
• “Not much has changed”
• “What’s new lately?”

Ask yourself this question honestly:

Are we not improving? Or are we just not communicating?

In most cases, it’s the latter.

Product development without communication is like exercising in the dark. You may be getting stronger, but no one – including your customers – can see it.

Moving Forward

At Geedesk, this realization has changed how we think about shipping.

From now on:

• Shipping ≠ done
• Shipping + communication = done

Our customers deserve to know how the product is evolving and why those changes matter to them.

If you’re a Geedesk customer, expect to hear from us more often, not because we want attention, but because we want clarity, transparency, and trust.

And if you’re a SaaS founder reading this, learn from our mistakes early.

Don’t let silence erase your progress.