Building the practice Recurring revenue is not the same as predictable revenue Recurring is treated as the gold standard. But recurring is not automatically predictable — and for an MSP building an AI practice, the difference decides what the business is worth. By Michael Williamson · CEO, TechGrowth Strategy & Insights Every MSP knows recurring…
The two capabilities The shift from technical founder to growth leader The skills that built the business are not the skills that scale it. AI has just made that shift urgent rather than optional. By Michael Williamson · CEO, TechGrowth Strategy & Insights Almost every MSP was started by somebody who was excellent at the…
Building the practice The quiet discount every founder-led MSP carries Two MSPs with the same revenue can be worth very different amounts. The gap is usually hiding in plain sight — and an AI practice makes it wider. By Michael Williamson · CEO, TechGrowth Strategy & Insights Put two MSPs side by side. Same revenue,…
The two capabilities Strong technology rarely sells itself Plenty of MSPs are built on genuinely excellent delivery and still cannot get into the AI conversation. The constraint is not the technology. By Michael Williamson · CEO, TechGrowth Strategy & Insights There is a comfortable belief in this industry that if the technical work is good…
Building the practice Why the best MSPs plan over three years, not one Annual planning keeps a business reactive. Every move worth making takes longer than twelve months — so none of them ever starts. By Michael Williamson · CEO, TechGrowth Strategy & Insights Most MSPs plan in twelve-month blocks because that is how the…
Building the practice What actually moved the number inside an MSP Three things changed at Principle Networks between 2023 and 2025. None of them was a marketing campaign. By Michael Williamson · CEO, TechGrowth Strategy & Insights £2.9m → £7.9m Turnover £1m EBITDA, against a target set two years earlier 1 year Ahead of plan…
Getting into the room Your best AI customer is probably not your biggest one Most MSPs go after the largest logo in the base. The AI conversation usually lands somewhere less obvious — and the signals that predict it are not the ones you are measuring. By Michael Williamson · CEO, TechGrowth Strategy & Insights…
The two capabilities What a marketing agency can and cannot fix Good agencies are good at what they do. The question is whether the thing they are good at is the thing constraining your business. By Michael Williamson · CEO, TechGrowth Strategy & Insights When growth stalls, the reflex is to hire a marketing agency….
Winning the business case Most MSPs are competing on price by accident Nobody sets out to be the cheap option. But if the customer cannot tell the difference, price is the only thing left to decide on. By Michael Williamson · CEO, TechGrowth Strategy & Insights Ask an MSP owner whether they compete on price…
Getting into the room Referrals are a growth channel, not a lucky accident Most MSPs win their best work through referral and treat it as weather. It is the only channel where you arrive already trusted — and almost nobody runs it deliberately. By Michael Williamson · CEO, TechGrowth Strategy & Insights Ask an MSP…
