In this episode, Jeff and John talk about understanding and navigating the technology partner ecosystem, including the roles of consultants, MSPs, GSIs, resellers, and the importance of ecosystem collaboration.

## Key Points Discussed:

* The distinctions and overlaps between consultants/advisory firms, MSPs, GSIs, MSSPs, resellers, VARs, and distributors.
* The importance of operational execution, compliance, governance, and strategic planning in different partner categories.
* The analogy of the Apple ecosystem to illustrate how integrated systems and partnerships should function.
* The fluidity and interconnectedness of modern partner ecosystems—no partner fits into a single category anymore.
* The value of innovation and bridging gaps between disparate technologies.
* The increasing importance of relationship-building, understanding business models, and co-creating value in partnerships.
* The evolution of resellers and VARs into service and consulting providers, not just transactional entities.
* The role of ego and value creation in successful partnerships.
* The influence of AI in accelerating changes and blurring lines within the ecosystem.
* The need for self-evaluation (SWOT analysis) and understanding one’s position and value within the ecosystem.
* Recommendations for those looking to build or join ecosystems, especially for small companies.

## Important Quotes or Insights:

* "No partner lives in just one category anymore."
* "The smart companies are navigating the gray areas more efficiently. And I think AI is accelerating that."
* "Seek first to understand, then to be understood."
* "The relationship matters more than the actual labels."
* "You've got to bring joint value to the table and not just have it in a couple slides. You've got to be able to go out and show that you can execute that."
* "Ecosystems are fluid, without a doubt...the whole ecosystem is very fluid."
* "Know your partner's business model and motivation. Learn to speak their language. Bring joint value."
## Actionable Takeaways or Recommendations:

1. Know your partner's business model and motivation.
2. Learn to speak your partner’s language (technical, financial, strategic).
3. Bring joint value to the table and demonstrate the ability to execute together.
4. Conduct honest self-evaluation (SWOT) to understand your position and value in the ecosystem.
5. Focus on relationship-building over rigid labels or categories.
6. Be open-minded and prepared to align with the right ecosystem at the right time.
7. For those new to ecosystems, research and consult with experts who have built successful ecosystems.