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Summary

In this conversation, Craig Willard discusses the critical importance of identity for Managed Service Providers (MSPs). He emphasizes that many MSPs lack a clear identity, which leads to confusion in pricing, service offerings, and client relationships. Willard provides tactical steps for MSPs to define their identity, including understanding what they want to be known for, what they refuse to compromise, and who they are not for. He highlights the alignment of identity with operations as a key to achieving business clarity and growth. The conversation concludes with a challenge for MSP leaders to articulate their identity and the standards they uphold.

Takeaways

• Most MSPs struggle with their identity.
• A strong identity leads to better alignment and clarity.
• Pricing issues often stem from a lack of identity.
• Defining what you refuse to compromise is crucial.
• Understanding who you are not for helps in client selection.
• Identity should guide every business decision.
• Alignment between identity and operations simplifies processes.
• Leaders must have conviction in their identity.
• Your team reflects your clarity and confidence.
• Identity is the competitive advantage in the MSP market.

Chapters

00:00 Intro

00:31 The Internal Layer: Leadership Identity

01:06 The Root Problem: “The Chameleon MSP”

01:58 The Power of Identity

02:42 Why Identity Comes Before Pricing

03:32 How to Define Your Identity (Expanded)

05:42 Alignment: The Multiplier Effect

06:54 Closing — Challenge & Takeaway