The IT Experts Podcast

One of the biggest challenges we see in the MSP space is that many business owners started their journey as technical experts. They didn't necessarily set out to run a business – they just knew they were great at what they did and wanted to do it better than the company they worked for. The problem? Running a business requires a completely different skill set to just doing the technical work. At some point, every MSP owner reaches that moment where they realise they can't do it all themselves. But that realisation often comes with frustration—because even when they bring in a team, things don't always work as smoothly as they'd hoped.

Julie Hutchison explains that this is often down to mindset. If you're the business owner, then you need to step into a leadership role. That doesn't mean simply hiring people and expecting them to figure it out. It means ensuring they know exactly what's expected of them. It means clearly defining what 'good' looks like. It means enabling them to succeed. Because, as Julie rightly points out, people don't come to work to do a bad job—they come to do their best. But if they're left guessing, or they don't know what success looks like, that's when things start going wrong.

Many MSPs fall into the trap of blaming their team when things aren't working. But if you haven't taken the time to set expectations, provide the right guidance, and communicate the vision, then how can you expect your team to perform? One of the key takeaways from this episode is that leadership isn't about doing everything yourself—it's about creating an environment where your team can succeed. That means making sure they have the skills, the resources, and the clarity to do their jobs properly. And once that's in place, you have to trust them to get on with it.

Trust is a massive issue for many MSP owners. When you're used to doing everything yourself, it can be difficult to let go. Julie Hutchison explains that building trust starts with clear communication. You need to ensure your team knows exactly what's expected of them and that they have the right tools to get the job done. It's also about having the right structure in place—regular meetings, clear KPIs, and a well-defined vision that connects everyone's roles to the bigger picture. Because if your team doesn't understand why they're doing what they're doing, then they're never going to be as motivated or engaged as you need them to be.

Another important part of stepping into leadership is recognising the different roles you need to play in your business. Julie Hutchison talks about the three key mindsets: the technical expert, the manager, and the entrepreneur. Many MSP owners get stuck in the technical expert role because it's their comfort zone. They're great at solving problems and doing the work, but if they don't consciously step out of that mindset and into the role of manager and entrepreneur, then they'll never truly scale their business.

To move forward, you need to start consciously shifting between these roles. Sometimes you'll need to be the technical expert, but you also need to step back and manage the business. And ultimately, if you want to grow, you need to embrace the entrepreneurial mindset—thinking strategically, planning for the future, and ensuring your business is moving in the right direction. Julie shares some great advice on how to develop this habit, including taking time out of your day—even just 10 minutes—to assess where you are and whether you're focusing on the right things.

We also touch on the importance of having the right people in place. It's not just about hiring more people—it's about ensuring they are in the right roles, with the right expectations and the right level of support. If you're struggling with your team, then it's time to ask yourself: have I really set them up for success? Or have I just assumed they should know what to do? Julie Hutchison makes it clear that a great leader doesn't just delegate and hope for the best—they actively enable their team to perform at their highest level.

At the end of the day, if you want to grow your MSP business, you have to leverage your team. You can't do everything yourself. And if you don't take the time to develop your leadership skills, set clear expectations, and trust your team, then you're going to struggle to scale. This episode is packed with insights to help you make that shift, and if you're ready to take your leadership to the next level.

Check out Julie's other popular episodes:

• The Art of Having a Difficult Conversation

• The Human Way to Get More Sales

• Why People Don't Take Action When They Should

• Why You Avoid Talking to Your Team

• How to Deal with Toxic Employees

• How to Sell Without Selling

Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK

And when you're ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you'll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.

OR

To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE

Until next time, look after yourself and I'll catch up with you soon!

We began by addressing a common stigma: why so many MSPs avoid Apple devices despite their undeniable popularity and premium quality. Ben highlighted that while many MSPs are deeply rooted in the Microsoft ecosystem—largely due to its strong channel support and financial incentives—Apple has been quietly making significant inroads into the business world. In fact, as Ben pointed out, companies like IBM and Cisco have embraced Apple devices, with up to 60% of their employees choosing Apple when given the option. This trend is a clear indication that Apple is no longer just for creatives or niche markets; it's becoming a mainstream choice for professionals across industries.

One of the key takeaways from Ben's insights is that MSPs need to shift their mindset. Supporting Apple isn't just about ticking a box; it's a cultural shift. Apple devices require a different approach, both technically and operationally. Unlike the Windows ecosystem, where tools like Active Directory dominate, Apple relies on solutions like Apple Business Manager and Mobile Device Management (MDM) platforms. Ben emphasised that tools like Addigy, which he represents, are purpose-built for managing Apple devices and can provide MSPs with the support and guidance needed to navigate this shift.

We also discussed the perception that Apple devices are "too expensive." Ben countered this by sharing compelling data from his experiences and from industry leaders like Fletcher Previn, formerly of IBM. While Apple devices may have a higher upfront cost, their long-term value—including durability, user satisfaction, and reduced downtime—makes them a sound investment. For MSPs, this is an opportunity to educate clients on the total cost of ownership and the enhanced experience Apple can deliver.

Ben also addressed the hesitancy some MSPs feel when considering Apple. He acknowledged that Apple's lack of engagement with the channel has made it harder for MSPs to feel confident about diving into the Apple ecosystem. However, he sees this as an opportunity rather than a limitation. By committing to building expertise with Apple, MSPs can differentiate themselves in the market, offering a premium service that competitors might shy away from. For those just starting, Ben suggested partnering with Apple-focused providers or leveraging resources like Addigy's MSP programmes to gain confidence and expertise.

One of the most thought-provoking parts of our conversation was the long-term outlook. Ben painted a vivid picture of a future where Apple devices could become just as prevalent in the workplace as Windows machines. MSPs who take the time to embrace Apple now will be well-positioned to capitalise on this shift, while those who ignore it may find themselves playing catch-up. He also noted that the demand for Apple in business environments is often hidden; many MSPs underestimate the number of Apple devices already in their clients' ecosystems. A simple inventory check or conversation with clients could reveal untapped opportunities.

Security and compliance were another critical topic. Ben reminded us that ignoring Apple devices isn't just a missed business opportunity; it's a potential liability. In today's world, where security threats don't discriminate by platform, ensuring all devices in an organisation—Apple included—are properly managed and secured is non-negotiable. Clients expect comprehensive protection, and failing to address Apple devices could lead to reputational and operational risks.

To wrap up, Ben shared his advice for MSPs ready to take the leap into the Apple ecosystem. Start small, build confidence, and don't be afraid to partner with experts. He also stressed the importance of playing the long game. Building an Apple practice isn't about making quick gains; it's about creating a sustainable pipeline of opportunities that will pay dividends in the years to come.

This episode was packed with actionable insights, and Ben Greiner's expertise on Apple was eye-opening. Whether you're an MSP owner curious about Apple or someone who's been hesitant to dive into the ecosystem, this conversation is a must-listen. If you'd like to connect with Ben, he's active on LinkedIn and ready to share more about how Addigy can help MSPs thrive with Apple.

Connect with Ben Greiner through his LinkedIn by clicking HERE.

You can also visit their website and learn more about Addigy by clicking HERE.

Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK

And when you're ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you'll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.

OR

To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE

Until next time, look after yourself and I'll catch up with you soon!

Neil starts by giving us a solid understanding of IASME's pivotal role as the sole delivery partner of the Cyber Essentials scheme on behalf of the National Cyber Security Centre (NCSC). Working in close partnership with the NCSC and the Department for Science, Innovation, and Technology (DSIT), IASME ensures the consistency and credibility of Cyber Essentials across the UK. Neil explains how this collaborative effort aims to improve awareness, adoption, and implementation of essential cybersecurity measures, particularly for MSPs and their clients.

One of the key points of our discussion is Neil's emphasis on the necessity of Cyber Essentials. He explains that the scheme is designed to protect businesses against the most common cyber threats, offering a prescriptive approach to cybersecurity. Unlike other standards, Cyber Essentials doesn't simply recommend best practices—it mandates them. Neil stresses that MSPs, as custodians of their clients' IT systems, must lead the charge in implementing these essential controls. From patch management to MFA (multi-factor authentication), Cyber Essentials lays out straightforward measures that every organisation, regardless of size, can adopt.

Neil provides context about why some MSPs are still hesitant to embrace Cyber Essentials. He attributes it to a lack of education and regulation within the industry. Despite being targeted by cybercriminals due to the vast number of endpoints they manage, many MSPs either underestimate the risks or delay action until after an incident. Neil calls on MSPs to take proactive steps by embedding Cyber Essentials into their service offerings, not only to secure their clients but also to stand out in an increasingly competitive marketplace.

We also explore the three tiers of accreditation offered by IASME: Cyber Essentials, Cyber Essentials Plus, and the IASME Cyber Advisor certification. Neil elaborates on the differences, highlighting how Cyber Essentials focuses on a self-assessment validated by a trained assessor, while Cyber Essentials Plus involves an external audit of a business's IT systems. For those looking to further establish credibility, the IASME Cyber Advisor certification is an excellent option. Advisors are trained to provide implementation guidance and help businesses achieve compliance. This certification represents a golden opportunity for MSPs to differentiate themselves and gain the trust of potential clients.

Neil's passion for education is evident throughout our conversation. He believes Cyber Essentials is not just a sales tool but a vital framework for educating businesses about cybersecurity. Whether it's a sole trader or a multinational corporation, adopting Cyber Essentials means laying a solid foundation for cybersecurity and safeguarding against the ever-present threat of cyberattacks. He challenges MSPs to embrace their role as educators and advisors, helping clients understand the importance of these controls and encouraging adoption.

In terms of what's next, Neil shares exciting updates about upcoming changes to Cyber Essentials. Starting in April, IASME will introduce a new set of requirements, codenamed "Willow". These updates will reflect the industry's shift towards passwordless authentication and more robust vulnerability management. Neil highlights the growing role of passkeys, which offer a safer alternative to traditional passwords. This evolution aims to stay ahead of cyber threats while making compliance more accessible and effective for businesses of all sizes.

As the episode concludes, Neil reinforces the importance of collaboration across the industry to secure the UK against cyber threats. IASME is committed to being approachable and responsive, ensuring MSPs have the support they need to succeed. Whether it's through their technical guidance team or Neil himself, IASME offers resources to help MSPs navigate the certification process and enhance their cybersecurity offerings.

With Cyber Essentials growing in adoption year after year, the time has never been better to get involved. Whether you're considering Cyber Essentials certification, Cyber Essentials Plus, or becoming an IASME Cyber Advisor, this conversation with Neil Furminger will inspire you to take the next step.

Feel free to contact Neil Furminger through his email at [email protected]

Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK

And when you're ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you'll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.

OR

To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE

Until next time, look after yourself and I'll catch up with you soon!

Luis brings a wealth of experience from his time in the trenches as an MSP owner, and now as someone who works closely with MSPs worldwide. His approach challenges traditional thinking, offering a fresh perspective on what it truly means to partner with your clients. This isn't just about delivering excellent customer service—it's about creating meaningful, strategic relationships that foster long-term loyalty and, of course, consistent revenue.

One of the standout points from our conversation was Luis's perspective on customer service. He argued that what many MSPs consider exceptional service—fixing issues quickly and meeting SLA commitments—is now merely the baseline. In his words, these are "table stakes". Instead, the real opportunity lies in evolving beyond the reactive and operational aspects of client management. MSPs should focus on account management processes that align with their clients' business goals, ensuring those relationships are value-driven rather than transactional. This shift not only strengthens partnerships but also secures recurring revenue streams.

Luis shared some actionable tips on how MSPs can achieve this. Firstly, he encouraged us to rethink how we approach clients with established relationships. If your current process is purely tactical—focused on filling the "white space" of products not yet sold—you risk being seen as nothing more than a vendor. To counter this, Luis suggested piloting a more strategic engagement model with a few clients, ensuring you've fine-tuned your process before rolling it out broadly. This iterative approach minimises risk, maximises impact, and reinforces trust—key drivers of revenue growth.

Another critical takeaway was the importance of regular communication. Luis stressed that reducing engagement with smaller clients due to perceived stability is a missed opportunity. By increasing touchpoints, even in lighter ways, MSPs stay top-of-mind and maintain strong relationships. These frequent conversations also allow you to unearth operational challenges and future opportunities, making it easier to align your services with your clients' evolving needs. This continuous alignment is what transforms satisfied clients into long-term partners and consistent revenue contributors.

We also discussed the concept of risk versus security. Many MSPs default to promising clients safety and security through technical measures. While essential, Luis pointed out that these conversations often miss the mark. Instead, shifting the dialogue towards risk management reframes the value proposition. Clients are more engaged when they understand how you're helping them navigate and mitigate risks specific to their business. By positioning yourself as a strategic advisor in this area, you deepen the relationship and create new opportunities for revenue.

One particularly poignant idea Luis shared was the need to measure client success beyond retention and churn metrics. He emphasised the value of demonstrating ROI by connecting the dots between projects delivered and their tangible business impact. For instance, showing how an MFA implementation reduced failed login attempts to zero doesn't just highlight your technical competency; it proves the value of your services in a business context. This approach, Luis explained, helps justify costs while strengthening the perception of value, directly influencing revenue retention and growth.

Towards the end of our discussion, Luis brought everything back to the importance of storytelling. Whether it's demonstrating your value to clients or marketing your services to prospects, telling the story of a single client's success is far more impactful than citing general trends. By focusing on one relatable example, you resonate more deeply with your audience, making it easier for them to see themselves benefiting from your expertise.

This episode is packed with practical advice for any MSP looking to improve client relationships and optimise revenue. From building strategic account management processes to reshaping the way you measure success, Luis Giraldo provides a wealth of insights that are both actionable and transformative.

If you're ready to rethink your approach and take your client relationships—and revenue—to the next level, this is the episode for you. And don't forget, as Luis said, it's all about testing and refining. Start small, learn, and scale your success.

Connect and continue the conversation with Luis Giraldo through his LinkedIn profile HERE.

Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK

And when you're ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you'll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.

OR

To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE

Until next time, look after yourself and I'll catch up with you soon!

We kicked things off by addressing the ever-present mystery surrounding the LinkedIn algorithm. Sam's straightforward advice? Stop blaming the algorithm for poor results. She explained that if your content isn't resonating or your impressions are dropping, the issue likely lies with the content itself. Whether people are scrolling LinkedIn out of boredom or to sell something, your job is to create compelling, scroll-stopping content that connects with your audience on a human level. Sam emphasised the importance of moving beyond dull, uninspired posts and highlighted the need to produce value-driven, engaging material that appeals to your target market.

One key takeaway from our conversation was LinkedIn's latest push towards video content. According to Sam, LinkedIn is investing heavily in video with new features like the immersive video feed, similar to TikTok or Instagram Reels. Early adopters of portrait videos with captions will see a significant boost in visibility. For 2025, video should be a priority in your LinkedIn strategy. If you're not yet comfortable on camera, now's the time to start practising—otherwise, you risk missing out on this trend.

Sam also shared her non-negotiables for LinkedIn success, which are incredibly simple yet effective. First, build your network daily by connecting with your ideal clients. You can send up to 200 connection requests per week, and if you're not hitting a 50% acceptance rate, it's time to review your profile and targeting. Second, post consistently—a minimum of three times a week—with a mix of personal stories, educational content, and social proof. Finally, engage with others. Visibility on LinkedIn is a two-way street, and engaging meaningfully with others' posts can be just as impactful as creating your own content.

A standout segment of the episode was our discussion about moving prospects off LinkedIn and into your ecosystem. Sam explained that LinkedIn should be viewed as a traffic source, not the destination. Building an email list is critical for long-term success, as it gives you ownership of your audience data and allows you to nurture leads outside the platform. Your LinkedIn profile should act as a mini website, offering clear calls-to-action such as downloads, event registrations, or links to free resources. Sam shared how her own downloadable assets—like 44 prospecting tips or 100 content ideas—consistently drive thousands of email signups.

LinkedIn events also came up as a powerful, often underutilised tool. Sam explained how these events can generate highly qualified leads when approached strategically. She recommended not just creating the event but actively inviting your network to it—up to 1,000 invitations per week. Follow up personally with registrants to secure their attendance, and use the event as an opportunity to capture email addresses. For Sam, events aren't just about providing value on the day—they're a gateway to building deeper relationships and converting leads into clients.

We also touched on the Social Selling Index (SSI), a score out of 100 that measures your effectiveness on LinkedIn. Sam stressed that achieving a score of 70 or above can significantly increase the visibility of your posts. She encouraged listeners to focus on the four areas that make up the SSI: building your personal brand, connecting with the right people, engaging meaningfully, and fostering trusted relationships.

Ultimately, this episode boiled down to a crucial message: LinkedIn success in 2025 requires a combination of consistent action, strategic content, and proactive engagement. Whether it's through adopting video content, leveraging events, or building an email list, the platform offers enormous potential if used correctly. Sam's insights were a timely reminder that hope is not a strategy—success on LinkedIn takes effort, creativity, and a clear plan.

Connect with Sam Rathling and explore the resources you can download on her LinkedIn profile by clicking HERE.

Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK

And when you're ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you'll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.

OR

To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE

Until next time, look after yourself and I'll catch up with you soon!

We kicked off the episode with a bit of festive banter about Christmas indulgences, proving that even between the mince pies and wine, we're committed to helping you move your business forward. Stuart, ever the reflective one, shared his highlights of the year, starting with the remarkable growth of the MSP Growth Hub community. With nearly 50 MSPs now on board, the energy, vulnerability, and results in the room have been nothing short of inspiring. It's a testament to the power of shared ambition and the results that come when business owners start thinking differently about their potential and plans.

2024 has been a year of breakthroughs for many MSPs, and a recurring theme in our conversation was the transformative power of having a clear plan. Stuart and I talked about how, when MSPs stop thinking they've hit their ceiling and start stretching their thinking, incredible things happen. Whether it's through a business growth blueprint session or stepping back to review what's truly holding them back, the results speak for themselves. As Stuart put it, businesses grow to the size of the thinking of their owners—a powerful reminder to challenge yourself as you enter 2025.

One of the most impactful initiatives from the past year has been the distillation of the Growth Hub's trainings into simple, actionable frameworks. Stuart highlighted the new account management framework, which links strategic and tactical activities to drive meaningful results. It's about connecting the dots between numbers, people, and marketing to create a seamless asset in your business. Similarly, the Future Leaders programme, launching in 2025, is set to be a game-changer for MSPs. This initiative will help the next tier of leaders step up, taking on the skills and mindset needed to transition from technician to business leader. It's all about building the leadership capacity required to scale MSPs beyond the day-to-day.

We also delved into the importance of breaking down challenges into manageable chunks. Stuart's teaching background—yes, he was once a maths teacher—provides a perfect metaphor. Just like teaching kids to build confidence in maths by mastering small steps, MSPs need to simplify their approach to big challenges. Whether it's planning, implementing a PSA tool, or tackling sales and marketing, breaking tasks into smaller, achievable goals makes all the difference. We've seen this approach unlock massive wins for our clients this year, from those taking their first deliberate steps into leadership to others smashing their revenue targets.

The community itself has been a standout highlight. Stuart shared an anecdote about an MSP leader who used a creative reward—a luxury hotel stay—to motivate a team member. This small gesture transformed not only the individual's performance but also saved the business the cost of hiring additional staff. It's a reminder that leadership is about understanding what truly motivates people and tapping into that potential to achieve extraordinary results.

Looking ahead to 2025, Stuart and I are laser-focused on growing the MSP Growth Hub community and amplifying its impact. Together, we're creating a movement that changes lives, supports businesses, and brings a sense of fun and camaraderie to the MSP world. As Stuart often says, it's about helping more people, having a bigger impact, and enjoying the journey along the way.

If there's one takeaway we'd love you to have as you head into the New Year, it's this: be deliberate. Take the time to reflect on what you've been avoiding, what's truly holding you back, and what steps you can take to move forward. And remember, you don't have to do it alone. Join a community, find accountability, and surround yourself with people who will challenge and support you.

Thank you for letting us infiltrate your earbuds this year. It's been an absolute privilege to share these conversations with you, and we're so excited for what 2025 holds. If you've got a success story or want to be a guest on the podcast, get in touch—we'd love to hear from you. Here's to an incredible year ahead. Let's make it the best one yet!

Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK

And when you're ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you'll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.

OR

To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE

Until next time, look after yourself and I'll catch up with you soon!

It's been a busy year for Stuart and me, and we kick off the episode with some festive banter, steering clear of any Mariah Carey renditions—thankfully! Stuart reflects on how much we've achieved and the importance of this reflective time of year. Together, we unpack what made these five episodes so impactful and why they've captured the attention of our audience.

Coming in at number five, we discuss Episode 168 with the brilliant Claire Jenks, titled "So You Think You're Busy? How to Get Out of Overwhelm and Get Out of Your Own Way." This episode tackled time management, productivity, and overcoming imposter syndrome—common themes that MSPs wrestle with daily. Stuart reminds us that time is finite, and how we choose to use it determines our success. He emphasises the power of saying "no" to less important demands to focus on what truly matters. As MSP leaders, finding time to prioritise and plan can transform the way we work, and this episode served as a timely reminder of how to do just that.

At number four, we revisit Episode 184 with Jay McBain, "The Future of Running Your MSP in an AI World." AI dominated headlines this year, and this episode provided much-needed clarity on its practical application for MSPs. Stuart and I agree that while AI is exciting, the focus should remain on operational efficiency. It's not about chasing shiny objects but ensuring that existing tools and systems are fully utilised to deliver results. Jay's message that AI will augment—not replace—good old-fashioned SOPs resonated with many. The key takeaway? Use AI as a supercharger, not a distraction, and lean on your vendors to guide adoption in a meaningful way.

In third place is one of our early Ask Stuart episodes, Episode 143, "How to Get More Out of My Team." This topic is close to the heart of every MSP owner who understands that their team is often the most significant investment in their business. Stuart reflects on how leadership, accountability, and communication are pivotal to maximising team potential. From the importance of defining your "Pied Piper tune" to creating a culture that aligns with your mission and values, this episode packed in valuable advice for improving team dynamics and achieving better results. It's no wonder it's one of the year's favourites.

At number two, we revisit Episode 147 with Mark Copeman from Wingman, "How to Get the Best Out of the MSP Global Event." While this episode centred around preparing for events, it struck a deeper chord about the value of connection and learning. Stuart and I discussed the importance of defining success before attending any event, focusing on the right conversations and relationships to achieve meaningful outcomes. For many MSPs, getting out of their day-to-day bubble and engaging with peers and vendors at events is transformative. This episode captured that essence perfectly, and the feedback from listeners was phenomenal.

Finally, at the top spot, we celebrate Episode 144 with Julie Hutchinson, "The Art of Having a Difficult Conversation." This episode was a runaway success, receiving ten times the downloads of our second-place podcast. Julie's expertise in guiding leaders through difficult conversations resonated deeply with our audience. Stuart highlights how avoiding difficult discussions only compounds problems, while Julie's frameworks provide a clear, structured way to address challenges positively. This episode wasn't just about managing tough topics; it reframed these conversations as opportunities to strengthen teams and drive results. It's no surprise it captured the hearts of so many listeners.

As Stuart and I reflect on 2024, we're immensely proud of what we've achieved. Helping over 50 MSPs this year has been a highlight, and we've streamlined our own processes to deliver even more value to our clients. From enhancing our accountability systems to evolving our maturity score framework, everything we've done this year has been driven by one mission: helping MSPs scale to £1 million and beyond while enjoying more time, profit, and freedom.

We've also launched the Future Leaders Programme, empowering our clients to take their businesses to the next level. It's been amazing to witness the confidence and transformation within our community. The energy, the success stories, and the feedback have been nothing short of inspiring.

As we sign off, Stuart and I want to thank you, our incredible listeners, for your support this year. Whether you've tuned in for tips, strategies, or just a bit of inspiration, we're grateful to have you on this journey. 2025 is set to be even bigger and better, and we can't wait to share what's coming next. For now, have a very Merry Christmas, enjoy the time with your families, and we'll see you in the New Year, ready to hit the ground running. Cheers!

Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK

And when you're ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you'll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.

OR

To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE

Until next time, look after yourself and I'll catch up with you soon!

Julie Hutchison kicks off by addressing what many of us know as "imposter syndrome," though she's quick to debunk the term. It's not a syndrome, she explains; you're not broken. Instead, it's a very human response that stems from our brain's primitive mechanisms for survival. Drawing on the analogy of a caveman running from a lion, Julie highlights how our amygdala – a small but powerful part of our brain – is constantly scanning for threats. While this helped keep our ancestors alive, today it manifests in ways that can hold us back, like procrastination, perfectionism, or a fear of failure.

Julie Hutchison explains that imposter syndrome tends to rear its head in situations where the challenge is high, and the support is low. This dynamic creates a fertile ground for self-doubt, fear, and inaction. Whether it's a business owner hesitating to approach a big client, or someone avoiding a difficult team conversation, the root cause is often the same: the brain perceives these situations as threats, triggering a fight, flight, or freeze response. Julie encourages listeners to normalise these feelings. After all, over 70% of people report experiencing imposter syndrome at some point. Acknowledging that this is a universal human experience can be a huge relief and a powerful first step towards overcoming it.

A key takeaway from this episode is the importance of support. Julie Hutchison emphasises that when faced with high challenges, increasing your support levels can make a world of difference. This could mean reaching out to peers, joining a community, or even just having an honest conversation with a trusted mentor. Normalising these challenges within a supportive environment helps to calm the nervous system, shifting us out of panic mode and into a space where we can think and act more clearly. In fact, Julie points out that simply talking about our fears can reduce their intensity and make them feel more manageable.

One standout moment in the episode is Julie Hutchison's advice on calming our biology. When we're stuck in inaction, it's often because our bodies are in a heightened state of stress. Julie suggests simple techniques like shaking out your energy, taking a deep breath, or even having a laugh with others to bring your nervous system back to a place of calm. From there, you're in a much better position to tackle the challenge at hand.

We also touch on how limiting beliefs, often formed during childhood, can contribute to feelings of inadequacy or self-doubt. Whether it's something a teacher, parent, or peer once said, these beliefs can lodge in our subconscious and shape the way we view ourselves and our capabilities. Julie encourages listeners to challenge these outdated beliefs and replace them with a more objective, empowered perspective. The goal isn't to ignore the challenge but to balance it with the right level of support and self-awareness.

One of the most inspiring parts of this episode is when we discuss the power of peer groups. I share a story from a recent MSP Growth Hub meeting, where one business owner openly admitted feeling out of control. What followed was a roomful of peers offering support, sharing their own experiences, and ultimately normalising what could have felt like a solitary struggle. Julie Hutchison highlights how valuable these communities can be, providing not only practical guidance but also the emotional reassurance that you're not alone.

For those who might be tackling challenges solo, Julie suggests starting by increasing your own support structures. Whether that's tapping into resources like AI tools (yes, even ChatGPT!), joining a network of like-minded professionals, or seeking advice from a coach, the key is to avoid isolating yourself. High challenges don't have to be faced with low support.

To wrap up, Julie Hutchison leaves us with an important reminder: you are not alone and feeling stuck or unsure is not a sign of failure. It's a sign of being human. By acknowledging your feelings, seeking support, and taking small steps forward, you can start to overcome the barriers that hold you back. As always, the MSP Growth Hub is here to help you through these challenges, with resources, coaching, and a supportive community ready to assist.

Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK

And when you're ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you'll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.

OR

To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE

Until next time, look after yourself and I'll catch up with you soon!

Mark Lambert shared practical insights into why selling the tech alone won't cut it in today's market. Instead, he stresses the importance of focusing on outcomes that matter to your prospects, such as improving productivity, enhancing security, and solving tangible business challenges. As Mark explains, clients don't care whether you're using Office 365 or the latest security stack; they care about how you'll help their business thrive. This shift from a tech-focused to a problem-solving mindset is critical for any MSP aiming to scale sustainably.

We also discussed the right time for MSPs to invest in a dedicated sales function. For businesses under £1 million, Mark emphasised leveraging low-hanging fruit within existing accounts by deepening relationships and improving client retention. However, once an MSP is on the path to £5 million, building a dedicated sales strategy becomes a priority. This includes hiring the right salespeople, integrating them into the business culture, and aligning them with your values and goals. Mark highlighted the dangers of hiring a salesperson too early or without the proper alignment, which can lead to short-sighted sales tactics that undermine long-term client relationships.

One of the key takeaways from Mark Lambert's approach is the concept of consultative selling, which he believes should permeate the entire MSP—not just the sales team. Consultative selling is about deeply understanding your prospects and clients, their challenges, and their goals. Mark stressed that this isn't the job of one person; it's a company-wide mindset. Whether it's your service desk collecting insights from clients, your marketing team creating educational content, or your leadership team championing values, everyone plays a role in creating a culture of trust and value-driven relationships.

Mark and I explored the challenges of navigating cold outreach in a world where traditional methods like direct LinkedIn messages often fall flat. Instead, Mark advocates for a more tailored and personal approach. By leading with value—perhaps highlighting a productivity gap or a security concern specific to the prospect's business—you can initiate meaningful conversations without resorting to salesy tactics. Mark shared that while cold outreach still has its place, it's most effective when backed by thoughtful preparation and a clear understanding of the client's needs.

Another golden nugget from this conversation was the importance of discovery in the sales process. Mark stressed that a thorough discovery process helps uncover the true pain points of a business and builds trust along the way. He shared how asking the right questions—and going deeper when needed—can identify not only the problems but also the urgency behind them. This positions you as a trusted advisor rather than just another salesperson. Mark's advice: don't be afraid to ask questions and listen actively to uncover the core challenges holding businesses back.

One of the most memorable moments of the episode was Mark Lambert's reminder to always create urgency without applying pressure. It's about helping prospects see the value and importance of solving their challenges sooner rather than later. By presenting yourself as a problem-solver, you'll naturally guide the conversation to a point where prospects ask, "Is this something you can help me with?"—a clear invitation to close the deal.

Mark's practical tips and insights were incredibly valuable, and his perspective on embedding a consultative selling approach across the whole MSP is a game-changer. If you're serious about scaling your MSP, this episode is packed with actionable advice to help you move forward.

Before you go, don't forget to check out another related episode, EP174 - Ask Stuart #12 - Why You Don't Need a Salesperson Now… Or Ever with Ian Luckett & Stuart Warwick. It's a brilliant companion piece to today's conversation, exploring how MSPs can maximise their sales efforts even without a dedicated salesperson in the early stages.

To continue the conversation with Mark Lambert or chat with him on how to get started closing deals by solving problems, book a slot directly on his calendar by clicking HERE.

You can also connect with Mark Lambert on LinkedIn, simply click HERE. Or you can also check out his website HERE.

Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK

And when you're ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you'll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.

OR

To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE

Until next time, look after yourself and I'll catch up with you soon!