Building What Matters: Culture as a Moat, Scrappy SaaS, and Startup Reality with Steve Powell

Steve Powell has been building software long before SaaS had a name. In this conversation with Aaron Marchbanks, he shares the stories and scars that shaped Delta Systems, from cutting global phone bills with a few clever lines of code to powering one of the biggest crowdfunding launches in history. They dive into culture as a true moat, how to right-size early ambition, and why the best founders focus on solving real problems instead of chasing perfect ideas. This podcast is brought to you by Delta Systems, your one-stop shop for front-end, back-end, and full-stack software development. At Delta, Justin and Aaron share the same philosophy when it comes to clients: they treat people like colleagues, not just customers. Maybe that’s why Delta typically spends years working with the same companies: how many software engineering firms can you say that about? So, if you’ve got a SaaS project in mind but have no idea where to start, come and get a free scope and estimate from Delta Systems on their website. Got a burning idea for an episode, or a SaaS question you absolutely must know the answer to? Leave us a voice memo at SaasThatApp.

What You’ll Learn:

Why culture, done right, keeps great people and clients for decades
The story behind Delta Systems’ role in Glowforge’s record-breaking launch
How to right-size your vision and build for 1,000 users before chasing a million
Why early founders should talk less about ownership and more about proof of concept
How “stupid simple” products win against overbuilt enterprise software
What today’s SaaS builders can learn from two decades of solving real customer pain

Steve Powell is a software entrepreneur, investor, and co-owner of Delta Systems, a full-service software engineering consultancy known for building and maintaining high-stakes web and ecommerce systems for over 900 clients. With more than 25 years in technology and business, Steve has turned Delta from a local training outfit into a trusted national partner for SaaS and enterprise development. Before Delta, he co-founded and sold SoftCell Communications, one of the earliest email-monitoring software firms, and later built Delta’s software division from the ground up before acquiring the company in 2005. Beyond his work at Delta, Steve mentors founders through Missouri Startup Weekend, guiding them on product focus, scaling strategy, and what he calls “right-sized ambition.” Known for his sharp wit and pragmatic storytelling, Steve describes himself as an “entrepreneur, raconteur, and provocateur.” His core philosophy is simple: build what matters, stay curious, and keep sending ships out, because only the ones you launch ever come back.

This podcast is brought to you by Delta Systems, your one-stop shop for front-end, back-end, and full-stack software development. At Delta, Justin and Aaron share the same philosophy when it comes to clients: they treat people like colleagues, not just customers. Maybe that’s why Delta typically spends years working with the same companies: how many software engineering firms can you say that about? So, if you’ve got a big SaaS project in mind but have no idea where to start, come and get a free scope and estimate from Delta Systems on their website.

Highlights:

[00:00] Introduction
[00:01] Culture Is a Moat, Not Perks
[03:00] From Engineer to Entrepreneur
[08:40] Before SaaS Had a Name
[12:51] Building Delta’s Software Division
[19:25] Glowforge and the $30M Launch
[22:59] Right-Sizing Ambition
[26:57] Mentoring Through Startup Weekends
[29:33] Common Founder Mistakes
[35:10] Frameworks That Stick
[40:23] Send More Ships

Episode Resources:

Delta Systems Website
Steve Powell on LinkedIn
Aaron Marchbanks on LinkedIn
Justin Edwards on LinkedIn
Delta Systems Website

Got a burning idea for an episode, or a SaaS question you absolutely must know the answer to? Leave us a voice memo at SaasThatApp.