Insights
Written for MSP owners, about the half of an AI practice nobody sells you: the commercial conversation that happens before the technology is chosen.
Six subjects, and nothing else.
Everything published here sits under one of six headings. That constraint is deliberate: a business that writes about everything is remembered for nothing, and an owner who reads two pieces should recognise the same argument underneath both.
No product announcements, no vendor commentary, no reheated research. If something does not help you lead the commercial conversation at a customer, it does not go up.
Where each piece sits.
The two capabilities
Why an AI practice needs a commercial half as well as a technical one, and what happens to a business that has only built the second.
Winning the business case
What a case has to contain to survive a CFO, how to price a change rather than a deployment, and where most cases fall over.
Getting into the room
Reaching the people who decide — in new accounts and, more often, in the installed base you already serve a floor below.
Building the practice
Position, offers, pipeline, proof and profit — the Five P System, and what each step actually leaves behind in a business.
Capability and capacity
When to build the capability yourself, when to buy it per engagement, and why the bench maths rarely works at this size.
Where the boundary sits
Which half is commercial and which is technical, who owns what in a customer engagement, and why the line matters commercially.
Recent pieces.
Start here, not with the articles.
Everything here assumes one idea: an AI practice needs two capabilities, and most MSPs have built one. If that is new, the two capabilities page is a better use of ten minutes than any single piece below it.
Reading is cheaper than a bad quarter.
But ninety minutes on your own business beats both. A Growth Review is a structured conversation with you and your leadership team — including an honest answer on whether we are the right people to help.
Win the business case before you win the build.