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Happy 10 Years, Deep Water Software!

cmcgill24

Updated: 5 days ago




We are celebrating 10 years in business! It was the weekend of the PACE retail show in Kansas City, MO. I had just finished my product fit research. I was exploring two start-up possibilities and intended to vet another product with a colleague the following week. Both opportunities could bring jobs into our region, and both had the potential to be game changers for small and mid-size companies – my passion. A blizzard and a prayer would determine my fate… but fortitude would define our destiny.


Each product option would have used two different partners for the build. One lived locally and one I would visit at a conference across the country the following week. I was to meet Joel, Deep Water’s CTO, the weekend before I left. A massive snowstorm was planned and even though his extended family told him not to make the trip into rural America… he did. Along with his small children and wife. We met with a great plan and an agreement to discuss more later and when he pulled out of the driveway late into the evening, no storm had arrived… but the wind had begun to blow.


I went to bed that night and I remember telling God that these were both great ideas, and I would pursue them both until He decided which one to choose. I woke up the next morning to attend my conference and the roads were covered in snow. Every flight was canceled – except for mine. So, I traveled 30 mph in the dark, barely able to see the road in front of me for 2 hours. All the while I kept praying, “I’m going… until you stop me.” And I arrived at the airport on time.


I walked into our small regional airport, a little surprised my flight had not been cancelled. Every single other flight had already been cancelled. I got a coffee and proceeded to prepare for my conference while waiting on my flight. It would not have surprised me to hear my flight was delayed for weather, but the intercom speaker went off instead, “Now boarding”. So, I got on the flight and prayed, “I’m pursuing both… until you stop me.” And I waited for the plane to take off.


Waiting much longer than normal, I expected the attendant speaking over the intercom to say anything but the next set of words, “Ladies and gentlemen, we have a mechanical issue. We will need you to step off the plane, BUT we should be able to take off as soon as it is fixed.” And so, I exited the plane and again I prayed, “I am going… until you stop me.”


One would think that when they did finally cancel my flight, I would have turned around, but I called the premium number for re-booking flights because my conference is 3 days long. And as I waited, I prayed, “I’m going… until you stop me.”

This time, for the first and only time I have EVER had this happen on the premium flight booking line, the operator paused as she tried to book. I heard her typing over and over. I heard her say, “That’s so weird.” I smiled to myself, and I prayed, “I’m going… until you stop me.”


So, when I heard the operator say, “You’re not going to believe this, but I can’t get you out for another 3 days.” I murmured to myself, “I’m actually not surprised.” I walked out the door, traveled slowly back home and prayed, “I guess you stopped me”. And that is how Deep Water began.


I left a highly promising career with 20 years of experience to start over in a brand-new industry. Founding a company is no light task. In all my research, successful stories always start with an investor who believed or a ‘big name customer’ who paved the way. When we stepped into this world, we were not servicing big customers. We knew no one. We chose to self-fund. The humbling amount of fortitude it takes for my team to do what has been done and survive 10 years is mind-blowing. However, as I look back, I realize that our fortitude isn’t springing from any wells that ever run dry.


Through investment crashes… God provided a way.


Through COVID… God provided a way.


Through giants… God provided a way.


Through health battles and hardships… God provided a way.


Through fear and uncertainty… God provided a way.


And 10 years later, He continues to do that for us. Every single day we battle to bring our vision to life and serve our customers and employees. But if you’ve ever wondered if we had the fortitude to finish what we start… well… let me put it to you like this… we’re going until He stops us.

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Deep Water Software is located in the heart of southwest Missouri. Founded by software technologists with decades of experience building world class technology. After joining the convenience store space, Deep Water has developed connections with over 4000 suppliers, and hundreds of retailers in nearly every state ENTIRELY by word of mouth. We believe integrity, teamwork, perseverance and creativity can solve big problems... but listening can change the world.

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