MSP Channel Insights

In a channel where every MSP seems to promise the same thing, how do you actually stand out? In this episode of Voices in the Channel, Sophie Milburn is joined by Mit Patel, founder of Assurix and former MSP owner, to explore why differentiation has become one of the biggest challenges facing MSPs today. Mit shares practical lessons on growth, strategic planning, and building trust in an increasingly crowded market. Together, they discuss why clients often default to price, the importance of proving value beyond promises, and how MSPs can communicate what truly sets them apart. They also touch on the rise of AI-generated content and why human judgement and authenticity still matter. Tune in for an honest conversation packed with insights on growth, trust, and what it really takes to stand out.

In Episode 9 of Voices in the Channel, Sophie is joined by Tracey Nyholt, founder and CEO of TechJutsu, for a conversation about what it really takes to grow into leadership when you may be underestimated. Tracey shares her journey from help desk analyst to identity management architect to founder, and the mindset shifts that came with stepping into uncertainty and building a business from the ground up. Together they explore building credibility through action, overcoming imposter syndrome, navigating risk, and what changes when you stop waiting for permission and start thinking like a CEO. Tune in to hear Tracey’s perspective on building unshakable self-belief and what it really takes to step into leadership with confidence.

In this episode of Voices in the Channel, we’re joined by Anna Webb, Global Director at Kocho, to explore the human cost of cybersecurity and the pressure faced by those working behind the scenes to keep organisations secure. We discuss the constant state of hypervigilance, the fear of things going wrong, and the impact this can have on job security, wellbeing, and long-term career sustainability. From burnout and stress to the realities of handling high-stakes incidents and breaches, Anna shares a candid perspective on what it really takes to operate in such a demanding environment. This is a powerful conversation about the unseen emotional toll of cybersecurity, and why supporting the people behind the protection is just as important as the technology itself.

In this episode of Voices in the Channel, we’re joined by Alex Walsh, Regional Vice President at Keepit, to explore how high-performance teams are built through trust and shared ownership, without relying on pressure or fear. Drawing on his leadership experience, Alex discusses what it really takes to create a strong team culture, and how shifting from control to empowerment allows teams to set their own standards for success. He reflects on why stepping back as a leader can often lead to stronger outcomes. The conversation also explores burnout in the channel, the importance of protecting wellbeing, and why sustainable performance depends on leaders actively managing pressure rather than passing it down. This episode offers a practical and honest look at how high performance can be achieved in a healthier and more sustainable way.

In this episode of Voices in the Channel, we’re joined by Craig Sharp, Owner and Founder of Abussi, to explore the journey from hands-on IT technician to business leader, and what it really takes to make that transition successful. We discuss the difficult shift from doing the technical work yourself to stepping back, delegating, and trusting others to take ownership. Craig shares honest insights on how leadership is less about technical expertise and more about communication, strategic thinking, and building the right team around you. The conversation also dives into challenges such as burnout, decision fatigue, and changing customer expectations, alongside the growing importance of empathy and hiring for attitude as much as skill. Ultimately, this episode is about recognising your strengths, knowing when to let go, and understanding that leadership is a path, but not the only route to success in the channel. Listen to the full episode now to hear Craig’s insights and key lessons from his leadership journey.