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Ton Dobbe

For B2B SaaS founders who are done blending in. 

The Remarkable SaaS Podcast features unfiltered conversations with SaaS founders navigating the real challenges of building software that matters. 

Hosted by Ton Dobbe, author of The Remarkable Effect, each episode zooms in on one of the 10 traits that define remarkable software companies—like offering something truly valuable and desirable, and aiming to be different, not just better. 

Some guests are scaling fast. Others are still in the trenches—but all share hard-won lessons about what it really takes to create pull, shorten sales cycles, and become the only logical choice in their market. 

Expect: 

Honest conversations—no hype, no theory 

Tactical insights from sales-led SaaS founders 

Practical ideas you can apply to sharpen your product and your positioning 

If you're building a SaaS business that deserves attention—not just more noise—this podcast is for you.

Tech Entrepreneur on a Mission Podcast

A story about how "everyone agrees" is the most dangerous lie in SaaS.

This episode is for SaaS founders frustrated watching their solution solve real problems—but wondering why no one actually buys it.

Most healthcare startups don't fail because their tech doesn't work. They fail because they can't find anyone willing to pay for it.

Mariano Garcia-Valiño, Founder and CEO of Axenya, spent 18 months proving his preventive care model worked clinically—reducing diabetes costs by 20% and mortality risk by 18%. Then he spent another year without selling a single dollar because insurers, hospitals, and patients all had reasons not to care enough to pay.

He found the answer by buying a healthcare broker and changing who he sold to: employers in Brazil who actually bear the cost and have the timeframe to benefit from prevention.

This inspired me to invite Mariano to my podcast. We explore why solving the right problem for the wrong buyer kills traction—and how changing your business model changes who cares. Mariano shares how he rejected the obvious paths (selling to insurers, doctors, or patients) and instead built a broker model that aligns incentives with outcomes. You'll discover why clinical proof means nothing without economic urgency.

We also zoom in on three of the 10 traits that define remarkable software companies:

 • Acknowledge you cannot please everyone
 • Master the art of curiosity
 • Aim to be different, not just better

Mariano's story is proof that the best solution dies without the right buyer—and why changing your business model, not your product could be the easy way out.

Here's one of Mariano's quotes that captures the challenge he faced:

"It's one thing to actually see the problem and find a technical solution for the problem. It's a different thing to deploy it in the right place within a very complex value chain that has a lot of incentives that are not well aligned."

By listening to this episode, you'll learn:

 • Why solving a highly valuable and critical problem alone won't create a market without economic incentive alignment
 • What happens when you build for huge global humanity problems instead of expensive local ones
 • Why focusing on who pays reveals better opportunities than focusing on who uses
 • How buying your distribution channel creates stickiness competitors can't copy

For more information about the guest from this week:

Guest: Mariano Garcia-Valiño, Founder and CEO at Axenya 

Website: axenya.com

#387 – How Mariano Garcia-Valiño proved he could save lives—but couldn't find anyone willing to pay

A story about choosing autonomy over speed—and building something that lasts.

This episode is for SaaS founders tired of chasing growth rounds—and wondering if slow, profitable building could win.

Most software companies raise capital to scale fast. Rex Kurzius, Founder of Asset Panda, rejected that path entirely. His father ran a bakery. His brother built MailChimp. Rex grew up watching immigrant work ethic turn into entrepreneurial success—and applied the same principle to software.

He spent 13 years building Asset Panda from startup to a world-class asset tracking platform. No investors. No board pressure. No artificial timelines. Just solving one problem—asset tracking—and letting customer revenue fund each next step.

And this inspired me to invite Rex to my podcast. We explore why staying curious matters more than being right. Rex shares his thinking on positioning pivots (consumer to business, product to platform), building without investor timelines, and the inverse relationship between AI and headcount growth. You'll discover why he calls himself the turtle in the race—and what slow, steady building creates.

We also zoom in on three of the 10 traits that define remarkable software companies: 

 • Master the art of curiosity 
 • Focus on the essence 
 • Turn customers into fans

Rex's story is proof that building slow beats chasing speed—when you solve real problems.

Here's one of Rex's quotes that captures his growth philosophy:

"It's not about being perfect, and it's not about being right. It's about being curious and having the ability to deal with failure, learn from that failure, and adapt to succeed."

By listening to this episode, you'll learn:

 • Why staying curious beats being right when building software
 • What happens when you fund growth with customer revenue, not investor capital
 • Why solving client problems matters more than hitting investor timelines
 • How building slow creates more enduring value than chasing speed

For more information about the guest from this week:

Guest: Rex Kurzius, Founder and CEO of Asset Panda

Website: assetpanda.com

#386 – How Rex Kurzius built a business that funds itself

A story about speed as strategy—and why saying no to billion-dollar deals built a stronger company.

This episode is for SaaS founders who feel stuck between landing big logos and building what actually scales.

Most SaaS companies don't fail because they lack ambition. They fail because they chase the wrong customers.

Mark Walker, CEO of Nue, took a different path. With decades in enterprise software—ERP, CRM, NetSuite—he joined Nue in March 2022 when it was pre-revenue and a "science experiment." He made one decision that changed everything: focus on speed over complexity. When Nvidia came calling, he said no. When asked to build for everyone, he picked his peers instead.

And this inspired me to invite Mark to my podcast. We explore why treating speed as your core product creates defensible value. Mark shares his philosophy on saying no to wrong-fit customers, building modular systems that compress implementation from years to weeks, and why honesty beats hype when competing against legacy vendors. You'll discover why OpenAI went live in 8 weeks and Anthropic in 12—and what that speed signals to the market.

We also zoom in on two of the 10 traits that define remarkable software companies:

 • They acknowledge they cannot please everyone
 • They aim to be different, not just better

Mark's story is proof that when you optimize every decision for customer speed, saying no to complexity becomes your competitive advantage.

Here's one of Mark's quotes that captures his approach to market focus:

"If you want to be great at something, you have to be bad at something else. There are no NFL linemen who are also World Champion marathoners. They're both elite athletes, but they're not the same athlete."

By listening to this episode, you'll learn:

 • Why the fastest implementations come from saying no to features, not adding them
 • What happens when you tell a billion-dollar prospect they're not the right fit
 • When modularity beats monolithic systems in multi-model revenue businesses
 • Why traditional enterprises are preemptively switching systems before they know what's coming

For more information about the guest from this week:

Guest: Mark Walker, CEO at Nue

Website: nue.io

#385 – Speed is the strategy: Redefining Enterprise software for a changing world

When everyone else optimized for instant answers, Sid Masson built for depth and accuracy—and enterprise customers paid more for the difference.

This episode is for SaaS founders who feel trapped competing on speed—and suspect their customers actually want something else.

Most SaaS companies don't fail because they're too slow. They fail because they optimize for speed over trust.

Sid Masson, CEO and Co-founder of Wokelo, took a different path. He started his career as a management consultant doing private equity due diligence with dozens of tabs open, knowing how costly missed insights could be. When he began experimenting with early GPT models while pursuing his second master's in AI, he saw the potential to automate deep analysis—but refused to compromise on rigor.

While others chased instant gratification, Wokelo focused on producing more in-depth, decision-grade insights. That choice became its edge. Enterprise clients quickly recognized that thoughtful, well-supported answers were worth more than instant ones.

This inspired me to invite Sid to my podcast. We explore why building for accuracy rather than instant gratification creates differentiation in competitive markets. Sid shares hard-won lessons about segment selection, the hidden cost of trying to serve everyone, and why their first 10 customers taught them more about usage patterns than any growth hack could. You’ll hear how customers measured ROI not in hours logged, but in the depth of impact—renewing and expanding after a single insight shifted key client conversations.

We also zoom in on two of the 10 traits that define remarkable software companies:

 • They acknowledge they cannot please everyone
 • They aim to be different, not just better

Sid's story is proof that constraints drive innovation—and capital efficiency forces strategic clarity.

Here's one of Sid's quotes that captures his approach to capital efficiency:

"Capital efficiency for us, being slightly constrained at times, actually helps us in being more innovative. The most innovations, the most disruptive ideas, actually come out of constraints. We don't want to give our team that luxury that, hey, there's enough money on the table that I can go and do a land grab. We need to still solve a few fundamentals."

By listening to this episode, you'll learn:

 • Why accuracy at scale requires patience—not just better prompts
 • What happens when you design for outcomes instead of feature parity
 • When capital constraints become competitive advantages rather than limitations
 • Why your first 10 customers teach you more about segmentation than any persona document

Guest Information

For more information about the guest from this week:

 • Guest: 
Sid Masson • , CEO and Co-founder of Wokelo AI
 • Website: 
wokelo.ai • Email: 
sid@wokelo.ai

#384 – How Wokelo built trust (and premium prices) by choosing depth over speed

This episode is for founders stuck building features nobody asked for—who want to discover what customers actually need.

Joshua Summers, CEO of EnFi, took a different path. After helping dozens of startups move their cash during the Silicon Valley Bank collapse, he discovered the real problem wasn't deposits or covenants—it was human capacity to assess risk. While others rushed to capitalize on the crisis, he spent months investigating what actually broke.

And this inspired me to invite Joshua to my podcast. We explore how building from crisis reveals opportunities others miss. Joshua shares hard-earned wisdom about why founder-led sales beats hiring early, what happens when you achieve greater-than-human accuracy, and why building a culture where employees jump at the chance to work with you again matters more than your product. You'll discover why taking more capital early can save your company—even if it means more dilution.

We also zoom in on two of the 10 traits that define remarkable software companies:

 • Remarkable software companies focus on the essence
 • Remarkable software companies create something valuable and desirable

Joshua's story is proof that the best insights come when you're not trying to sell anything.

Here's one of Joshua's quotes that captures his approach to building companies:

“Culture itself is an organism. It lives, it breathes, and it is impacted positively or negatively by every single thing around it. You can't design a culture. You can't say here's what our company will feel like, not look like, but feel like as an employee, it's impossible, but you can feed a culture with all the good things that hopefully help it to evolve like an organism."

By listening to this episode, you'll learn:

 • Why building in the open beats perfectionism
 • How 14 people can operate like a company of 150
 • When discovering the essence changes everything
 • What makes employees want to work with you (again)

For more information about the guest from this week: 

Guest: Joshua Summers, CEO of EnFi 

Website: www.enfi.ai

#383 - How Joshua Summers turned a banking crisis into an AI workforce for credit

This episode is for SaaS founders tired of the "grow at all costs" playbook—who suspect there's power in saying no to the wrong customers.

Most SaaS companies don't fail because of bad product. They fail because they try to please everyone. Martin Balaam, CEO of Pimberly, chose restraint over reach. Former physicist turned serial entrepreneur, he'd already scaled and exited Jigsaw24 at 3x returns. At Pimberly, he refuses customers his team can't delight—even when they're ready to sign.

And this inspired me to invite Martin to my podcast. We explore how qualifying customers as rigorously as they qualify you creates compound advantages. Martin shares hard-won insights about why he walked away from license-only models, when to choose service depth over customer volume, and what happens when you give your product roadmap to customers instead of VCs. You'll discover why maintaining sub-5% churn matters more than doubling growth rates.

We also zoom in on two of the 10 traits that define remarkable software companies:

 • Aim to be different, not just better
 • Focus on the essence

Martin's story is proof that sustainable SaaS growth comes from doing what others call unscalable.

Here's one of Martin's quotes that captures his contrarian philosophy:

"I really don't want to lose customers. I know from my life experience how much time and effort, blood, sweat, and tears you have in trying to acquire a customer. We'll openly put our hand up and say I can't see that this is actually gonna add the value—even though they might be happy to sign."

By listening to this episode, you'll learn:

 • Why saying no to willing customers protects your business
 • What "VIP leads" actually means (hint: not big orders)
 • When founder-led sales should naturally transition
 • Why physical presence beats remote-first for market entry

For more information about the guest from this week: 

Guest: Martin Balaam, CEO & Founder Pimberly

Website: pimberly.com

#382 - How Martin Balaam chose depth over scale and built to $7M ARR

A story about winning by not competing—and why saying no creates speed

This episode is for SaaS founders who feel the weight of building something that matters—and wonder if being contrarian is worth the risk.

Most software companies fail because they rush to market without questioning what they're building. They see opportunity and chase it.

David Villalon, CEO of Maisa, saw the AI gold rush differently. When everyone was building faster, he spent a year building trust into the foundation. He recognized that when you can see the future—truly see it—you carry responsibility for building it right, not just first.

And this inspired me to invite David to my podcast. We explore why making AI accountable matters more than making it powerful. David shares hard-won insights about choosing regulated industries first, empowering task-doers instead of technical teams, and why he positions his company to compound value from every AI model maker instead of competing with them. You'll discover why focusing on one customer before ten creates the foundation for horizontal growth.

We also zoom in on two of the 10 traits that define remarkable software companies:

 • Aim to be different, not just better
 • Offer something valuable and desirable

David's story is proof that vision without responsibility is just opportunism—and real founders feel the weight of building the future right.

Here's one of David's quotes that captures his entrepreneurial philosophy:

"Whenever you have success, what you're going to hear is everyone saying how good you are. But if you act without that ego, without wanting to become something that you are not, everything looks much better."

By listening to this episode, you'll learn:

 • When to compound competitors' value instead of fighting
 • What happens when you empower task-doers, not technicians
 • Why first principles thinking requires empathy, not just logic
 • When everyone wanting your product means stay focused

For more information about the guest from this week: 

Guest: David Villalon, CEO Maisa

Website: https://maisa.ai

#381 - How David Villalon built AI workers that enterprises actually trust

A story about finding opportunity in the moments everyone else ignores.

This episode is for founders questioning whether their personal frustration is worth building a business around.

Most SaaS companies don't fail because of bad tech. They fail because they solve problems that don't actually hurt.

Ken Rapp, CEO of Blustream, took a different path. When his $2,000 guitar cracked, he didn't blame himself—he questioned why no brand had ever taught him prevention. That question led to a 10-year journey building what didn't exist.

And this inspired me to invite Ken to my podcast. We explore how solving your own problem first gives you conviction others lack. Ken shares why he spent years on IoT sensors before realizing the real problem was human connection, not data collection. You'll discover why category creation takes a decade—not because building is hard, but because changing behavior is harder.

We also zoom in on two of the 10 traits that define remarkable software companies: – Focus on the essence – Aim to be different

Ken's story is proof that unmet needs hide in plain sight—we just learn to live with them.

Here's one of Ken's quotes that captures his key insight:

"Once your customer is at home, that's the moment where they will be most vulnerable, and that curve of emotional connection to you drops. It's almost like the buyer's remorse is setting in. You're all excited to go home with the product, or to open the product, and right there is when you really need to conquer that new product and make it a habit, and really get what you were hoping and dreaming for out of the product. But there's no connection between you and the company."

By listening to this episode, you'll learn:

 • Why personal problems make the best businesses
 • When to pivot from technology to psychology
 • Why categories emerge from nerve strikes, not planning
 • What 100 customer interviews actually teach you

For more information about the guest from this week: 

Guest: Ken Rapp, CEO & Founder of Blustream

Website: blustream.io

#380 – How Ken Rapp built a category by solving the problem he lived with

A story about rejecting the magic wand approach to AI—and building something businesses can actually use.

This episode is for Mid-market SaaS founders tired of AI hype who want to build something that creates real customer value—not just impressive demos.

Most SaaS companies don't fail because of bad tech. They fail because they chase hype over value.

Zohar Bronfman, CEO of Pecan AI, took a different path. After years researching AI and philosophy in academia, he saw Amazon, Uber, and Spotify dominating with predictive AI—while thousands of smaller companies couldn't even get started. Instead of building another "AI for everything" platform, he focused obsessively on one thing: making predictive AI accessible to mid-market companies who couldn't afford data science teams.

And this inspired me to invite Zohar to my podcast. We explore why curiosity beats strategy when building in uncertain markets. Zohar shares hard-won insights about deprecating profitable features, why small teams outperform large ones, and how to identify which enterprise capabilities actually matter for mid-market customers. You'll discover why Pecan almost never loses customers—despite operating in the brutally competitive AI space.

We also zoom in on two of the 10 traits that define remarkable software companies:

 • Trait #2: Be valuable and desirable
 • Trait #6: Create fans, not just customers

Zohar's story is proof that sustainable growth comes from solving real problems—not riding waves.

Here's one of Zohar's quotes that captures his philosophy:

"You can sell things, especially to larger organizations. You can sell things that actually don't have ROI. You can sell things that either look shiny, sound shiny or smell shiny, or all of the above. But ultimately, if you put yourself in a rigorous test, did I make a change? Did I actually add value to the system? The answer could have been no in many cases."

By listening to this episode, you'll learn:

 • Why killing profitable features strengthens retention
 • What happens when you ignore VCs' market advice
 • When customer honesty beats sales promises
 • Why hiring slower creates faster growth

For more information about the guest from this week:

Guest: Zohar Bronfman, CEO Pecan AI

Website: pecan.ai

#379 – How Zohar Bronfman built AI that actually delivers ROI

A story about passing lucrative deals to competitors—and building something users refuse to give up

This episode is for SaaS founders exhausted from chasing every opportunity—and wondering if extreme focus actually works.

Most SaaS companies don't fail because of bad tech. They fail because they can't stop building.

Ray Meiring, CEO of QorusDocs, discovered this during a meeting with a bank CIO. While trying to find use cases for their generic document tool, Ray realized they had it backwards—they were hunting for problems to fit their solution instead of solving a specific problem.

That realization changed everything. Ray narrowed QorusDocs from "any document" to proposals to specific verticals. He even developed a system for passing lucrative but wrong-fit customers directly to competitors.

And this inspired me to invite Ray to my podcast. We explore how narrowing from documents to proposals to law firms and engineering firms created users who'd "pry QorusDocs from their cold dead hands." Ray shares why moving 10,000 miles to Seattle transformed their network, how building inside Microsoft Office became their differentiator, and why consistency beats constant pivoting. You'll discover how saying no to features actually accelerated growth.

We also zoom in on three of the 10 traits that define remarkable software companies:

 • Acknowledge you can't please everyone
 • Aim to be different, not just better
 • Focus on the essence

Ray's story shows how narrowing your focus can multiply your impact.

Here's one of Ray's quotes that captures his philosophy:

"We were trying to be everything to everyone and just build this very generic product. But as we worked with more customers, we started to see a pattern around a very specific set of documents that were challenging—proposal documents."

By listening to this episode, you'll learn:

 • Why the A-B-Z framework beats traditional segmentation
 • What happens when you deprecate features instead of adding them
 • When proximity to customers trumps remote efficiency
 • Why integration beats innovation for enterprise retention

For more information about the guest from this week:

 • Guest: 
Ray Meiring • , CEO QorusDocs
 • Website:
 qorusdocs.com

#378 - How Ray Meiring built fanatical customers by choosing exactly who to ignore

This podcast interview focuses on the entrepreneurial journey to transform thoughtful validation of the problem into confident scaling of his SaaS business. My guest is Robbert Lodewijks, Co-founder and CEO of Hulo AI.

Robbert Lodewijks is an entrepreneur who understands the delicate balance between patience and ambition. His journey began with a profound realization during his studies in Taiwan - that impact requires more than just good technology.

What makes Robbert's story intriguing is his methodical approach: spending four years in research before launching, then bootstrapping to validate, and only then accelerating with venture funding. This disciplined progression showcases a rare blend of scientific rigor and entrepreneurial instinct.

And this inspired me, and hence, I invited Robbert to my podcast. We explore how early-stage founders can build confidence through validation rather than rushing to scale. His insights reveal how methodical customer development, thoughtful bootstrapping, and strategic timing of funding can create a stronger foundation for growth. What's particularly fascinating is his scientific approach to sales and his insights on avoiding the common pitfalls of enterprise customer development.

Here's one of his quotes: 

"We have one really clear definition [of success], and that is in the amount of water that we have saved. In the end, that relates to all our goals, because if we save so many Olympic-sized swimming pools of drinking water, which is 4 million (our BHAG), then it also means that we will probably build a very profitable company and make a huge impact on the world.”

By listening to this podcast, you will learn the following:

 • That patient validation beats premature scaling because it builds stronger foundations.
 • How to avoid pure sales hustle and having to rely on individual talent to secure the growth of your SaaS business.
 • How to get everyone aligned in your company to create business velocity (not just departmental speed)
 • Why you should always start your validation processes with end-users rather than just decision-makers.

For more information about the guest from this week: 

Robbert Lodewijks 

Website: hulo.ai

#349 - Robbert Lodewijks on turning validation into velocity

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