In this conversation, Adam Walter interviews Sam Weiner, an IT service provider specializing in wineries. Sam shares his unique journey into the IT service industry, highlighting the complexities of the winery business model and the importance of understanding client needs. He discusses how he transitioned from a software developer to an MSP, focusing on creating value through technology solutions tailored to the winery sector. The conversation emphasizes the significance of building relationships, facilitating discussions, and identifying opportunities for growth within the industry.