In this episode, the hosts Adam and Daniel are joined by PR consultant Rahme to discuss an upcoming 2026 collaboration and unpack what PR means for MSPs and vendors: public relations as audience-focused communication that builds reputation, brand awareness, and relationships with influencers such as reporters, editors, analysts, and advisors. They contrast PR with marketing, using a white paper as an example of content that marketing deploys for lead generation while PR uses it to pitch thought leadership and earn coverage, and they explore how PR success is measured through exposure, publication quality, message pull-through, and effects like SEO rather than direct sales attribution. They stress getting fundamentals right (clear positioning, aligned website and social messaging), planning quarterly communications tied to business goals, developing media relationships, and preparing for crisis communications. They also address AI as both an accelerator and a reputational risk in content creation.

00:00 Welcome and Partnership

00:52 What PR Really Means

04:32 PR vs Marketing Lines

08:03 Measuring PR Impact

13:41 Who Should Use PR

17:43 Earned vs Paid Coverage

21:04 Getting Started with PR

24:31 Relationships and Crisis Prep

26:49 AI in the PR World

32:08 Contact and Wrap Up



Connect with Rahme Mehmet on LinkedIn by clicking here – https://www.linkedin.com/in/rahmemehmet/

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/ad [https://www.linkedin.com/in/adamcmorris/]

EP129 – Why Most MSPs get PR wrong with Rahme Mehmet

Chris joins Daniel and Adam to discuss Patrick Lencioni's Working Genius assessment, a 40-question framework about where people get energy and joy at work, contrasting it with tools like Myers-Briggs and DISC (communication preference). He explains the WIDGET model: Wonder (identify gaps), Invention (generate ideas), Discernment (judge ideas), Galvanizing (rally action), Enablement (help others move work forward), and Tenacity (drive to completion), plus how each person has two geniuses, two competencies, and two frustrations. They cover applying the model in MSPs to improve role fit, career progression (e.g., L1 vs escalations, sales vs sales management), meeting focus (strategy vs tactics), recruitment language, and reducing burnout through intentional time spent in frustration areas.

00:00 Introductions and Banter

00:23 Why Working Genius

02:08 WIDGET Overview

02:32 Wonder and Invention

03:18 Discernment and Galvanizing

04:13 Enablement and Tenacity

05:45 Genius Competency Frustration

07:50 Applying it to Meetings

09:17 Business Gaps and Stages

10:25 Every Job Uses All Six

12:04 Role Fit Sales Example

14:37 Technicians Need Clarity

15:07 Clarity Versus Escalations

15:50 Valuing Level One Talent

17:06 Career Paths and Intentionality

18:17 Time Blocking for Strengths

19:46 Hiring Amid Talent Shortage

EP128 – Using the Working Genius Model to Build Better MSP Teams – with Chris Cooke

Loneliness Is the Tax You Pay for Autonomy: The Hidden Cost of Business Ownership

Adam and Daniel depart from the usual guest format to discuss the often-ignored loneliness of business ownership, especially in MSPs. They frame autonomy as rewarding but inherently tied to responsibility, asymmetrical relationships, and an unshared cognitive load that leaders can't fully offload to employees or spouses. Adam reads an essay, "Loneliness is the Tax You Pay for Autonomy," arguing loneliness is a byproduct of authority and care, not weakness, and can be offset through structures like EOS, shared vision, peer groups, mentors, therapists, and healthier communication rhythms. They reflect on regrets about not understanding these dynamics earlier, the mixed value and potential competitiveness of peer groups, and the nuanced pros and cons of having a business partner. They close by emphasising authenticity, balancing the "tax" with rewards, and appreciating the journey.

00:00 Why This Episode

00:40 Loneliness at the Top

02:41 Autonomy Loneliness Essay

07:14 Regrets and Recognition

09:23 Naming the Hidden Cost

10:35 EOS and Shared Vision

12:43 Peer Groups and Pitfalls

14:59 Business Partners Debate

19:02 Mentors and Support Systems

23:29 Vulnerability and Balance

25:29 Enjoy the Journey

27:24 Closing and Connect

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/ [https://www.linkedin.com/in/adamcmorris/]

EP127 – Loneliness is the tax you pay for autonomy

In this episode, we welcome Nils, co-founder of Ironbridge, to discuss the transformative potential of AI for Managed Service Providers (MSPs). Nils shares his extensive background and experience in scaling businesses and investing in tech startups. He elaborates on how MSPs can leverage AI to revolutionise their operating models, scale efficiently, and deliver new, high-value services. The conversation covers the transition from traditional IT infrastructure to AI-driven solutions, the importance of strategic partnerships with clients, and actionable steps MSPs can take to stay ahead. Nils also highlights the unique role MSPs will play in the AI era, becoming indispensable partners for SMBs and SMEs by integrating AI into their operations and offering consultative, outcome-based solutions.

00:00 Introduction and Greetings

00:58 Nils' Background and Experience

02:37 The Role of AI in MSP Development

03:59 Changing the Commercial Model for MSPs

06:07 The Unique Opportunity for MSPs with AI

08:30 Implementing AI in MSP Operations

12:42 Challenges and Strategies for MSPs Adopting AI

14:13 The Future of MSPs in the AI Era

16:33 Practical Examples and ROI of AI Implementation

29:35 Final Thoughts and Contact Information



Connect with Nils Howland on LinkedIn by clicking here – https://www.linkedin.com/in/nilshowland/

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

EP126 – Becoming the Chief AI Officer for Your Clients with Nils Howland

Join us as we chat with Justin Esgar about the ACEs Conference, an event designed to help MSPs (Managed Service Providers) grow their businesses with a focus beyond just technological skills. Justin shares his journey in founding the conference, designed originally for Apple consultants but open to all. He talks about the unique business-oriented aspects of the conference, the importance of non-technical skills, and the vibrant community it nurtures. Additionally, he discusses the scholarship in honour of his late father and hints at future plans for geographical expansion. The conversation also touches on some lighter notes, such as Justin's potential guest-hosting role and his enthusiasm for British television.

00:00 Introduction and Welcoming Justin

00:19 Practicing the Podcast Introduction

01:20 Discussing the ACEs Conference

04:13 The Unique Focus of ACEs Conference

04:59 History and Evolution of ACEs Conference

06:25 Business Growth and Success Stories

11:06 Employee Development and Training

16:59 Challenges and Differences in Conference Attendance

23:02 Honouring a Legacy: The Edward Esgar Scholarship

24:37 Final Thoughts and Farewell



Connect with Justin Esgar on LinkedIn by clicking here – https://www.linkedin.com/in/justinesgar/

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/

EP125 – The Apple MSP Conference You've Never Heard Of with Justin Esgar

In this podcast episode, Nicola Moss, a marketing expert, discusses effective budgeting strategies for marketing within Managed Service Providers (MSPs). She highlights the differences in budget allocation and approaches between small and large MSPs and provides a practical guide on setting annual marketing budgets based on percentages of turnover and desired outcomes. Nicola emphasises the importance of consistent spend and strategic investment in various marketing activities, including events, webinars, and referral marketing. She also touches on the integrality of marketing in generating ROI, domain authority, and managing client relationships to sustain long-term growth. The episode offers valuable insights for MSPs looking to optimise their marketing budgets and achieve significant returns on their investments.

00:00 Introduction and Setting the Stage

00:49 Budgeting for Different Sizes of MSPs

03:15 Setting Annual Marketing Budgets

05:58 Calculating ROI and Budget Allocation

08:59 Effective Marketing Strategies for MSPs

11:10 The Importance of Consistent Marketing Efforts

14:16 Leveraging Tools and Partnerships

21:01 Measuring Marketing Effectiveness

35:32 Final Thoughts and Contact Information

Connect with Nicola Moss on LinkedIn by clicking here – https://www.linkedin.com/in/nicola-moss-b0a1502/

Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/

Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/

MSP Glo

EP124 – What Does a New Client Really Cost with Nicola Moss

In this episode, Alicia discusses her role as a hybrid distributor and manufacturer within the Wortmann Group, focusing on Terra branded devices and their distribution of over 10,000 SKUs from various major brands. The conversation delves into supply chain issues exacerbated by the pandemic and the Windows 10 support cessation, and how Terra positions itself against tier-one brands like HP, Dell, and Lenovo. Alicia highlights the importance of future-proofing devices, maintaining robust MSP relationships, and navigating the complex supply chain environment. She also emphasises Terra's commitment to delivering value and facilitating MSP margins through unique service models and leveraging their manufacturing insights.

00:00 Introduction and Welcome

00:07 Discussing Product Supply Issues

00:49 Understanding the Hybrid Model

01:41 Market Position and Clientele

03:20 Challenges in Hardware Procurement

08:16 Service and Support Differentiation

12:22 Current Supply Chain Challenges

22:02 Future Proofing and Device Specifications

27:44 Margin and Market Strategy

29:18 Conclusion and Contact Information

Connect with Alicia Shepherd on LinkedIn by clicking here – https://www.linkedin.com/in/aliciashepherd/

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/

Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/

EP123 – Selling Hardware Without the Pain or the Price War with Alicia Shepherd

In this episode, the Adam and Daniel welcome Al Lakhani a cybersecurity expert, to discuss the revolutionary MFA 2.0 technology. Al explains how traditional MFA (Multifactor Authentication) methods, known as MFA 1.0, are vulnerable to credential phishing attacks, highlighting recent breaches by the Shiny Hunters group. He introduces MFA 2.0, which utilises public key cryptography to eliminate passwords and ensure device-based identity verification, preventing attacks effectively. The conversation delves into the limitations of current MFA methods, the advantages of MFA 2.0, and the importance of moving from detection to prevention in cybersecurity. Al also discusses the educational challenges in the industry and the potential for MFA 2.0 to simplify IT departments' roles by eliminating credential management issues. Despite the complexity and market resistance, Al believes MFA 2.0 offers a transformative approach to cybersecurity. The episode wraps up with a call to action for MSPs interested in trailing MFA 2.0 and ensuring robust security for their clients.

00:00 Introduction and Greetings

00:25 The Problem with MFA 1.0

01:19 Introducing MFA 2.0

03:47 How MFA 2.0 Works

07:54 Challenges and Solutions

14:35 Market Adoption and Competitors

26:54 Conclusion and Next Steps

Connect with Al Lakhani on LinkedIn by clicking here – https://www.linkedin.com/in/getidee/

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/

Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/

MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team [https://mspfinanceteam.com/msp-finance-team-glossary/]

EP122 – If MFA Stops 99% of Attacks… Why Are Companies Still Being Breached - with Al Lakhani

In this episode, Roy Castleman joins the podcast to share insights from his extensive experience in leveraging AI to run multiple businesses. The conversation delves into practical applications of AI, the challenges of selecting the right tools amongst many, and optimising AI usage through clear communication and iterative prompting. Roy emphasises the importance of understanding AI as an enhancement tool rather than a replacement and details a method of using AI to form a 'virtual board of directors' for business advice. The episode also touches on various aspects of experimenting with AI tools and offers valuable tips on using AI effectively.

00:00 Introduction and Welcome

00:20 Diving into AI and Business Efficiency

02:15 Choosing the Right AI Tools

03:45 AI as a Critical Thinking Partner

04:59 Practical Applications of AI

06:39 Challenges and Limitations of AI

09:10 Setting Up AI for Business

16:34 Effective AI Communication

24:29 Final Thoughts and Contact Information

Connect with Roy Castleman on LinkedIn here – https://www.linkedin.com/in/roycastleman

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn here – https://www.linkedin.com/in/adamcmorris/

Visit The MSP Finance Team website, here – https://www.mspfinanceteam.com/

MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team [https://mspfinanceteam.com/msp-finance-team-glossary/]

EP121 – Using AI to Solve Real MSP Problems with Roy Castleman

In this episode, Adam Pilton from Heimdal discusses his role in educating and supporting MSPs and small businesses on cybersecurity. He shares his unique perspective drawn from a 15-year career in law enforcement and as a Cyber Essentials auditor. The conversation covers the importance of storytelling, recognising and mitigating risks, maintaining cybersecurity standards like Cyber Essentials, and building trust-based client relationships. Practical strategies for engaging clients and the necessity of continued education on cybersecurity threats are also highlighted.

00:00 Introduction and Guest Welcome

00:25 Adam's Background and Role at Heimdal

02:26 Challenges Faced by Small Businesses in Cybersecurity

06:52 Importance of Storytelling in Cybersecurity

12:18 Cyber Essentials and Frameworks

24:50 Client Relationships and Trust

31:55 Conclusion and Contact Information

Connect with Adam Pilton LinkedIn by clicking here – https://www.linkedin.com/in/adampilton

Read Adam Pilton's newsletter at – https://www.linkedin.com/newsletters/the-cyber-detective%E2%80%99s-notebook-7389285479634075648/

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/

Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/

MSP Glossary:

EP120 – Selling Cybersecurity to Clients Who Think They're Not a Target with Adam Pilton

The MSP Finance Team Podcast "It's a Numbers Game" from the only financial management solution for MSPs in the UK, founded by former MSP-owners.

Daniel Welling

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