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Welcome to Episode 282 of the MSP Marketing Podcast with me, Paul Green. This week…

• Being a better technician doesn’t grow the business: Being successful has less to do with being skilled and more to do with the way you think. You personally don’t need all the technical skills in order to grow a fantastic MSP, you hire people who can do those things for you.
• Should MSPs use AI robodiallers to make prospecting calls?: Is this a valid smart marketing tactic or could it do harm to your MSP? The results I’ve experienced and the potential opportunities out there for your MSP may just surprise you.
• How to escape the chaos of being an MSP owner: My guest is an expert at saving business owners from the chaos of their business by adopting the right relationship with time.
• Paul’s Personal Peer Group: Do you ever get stuck on what to write in your LinkedIn connection requests? I’ve got three examples for you to swipe and try.

Being a better technician doesn’t grow the business

If growing your MSP was like flying a plane, would you focus on building the biggest engine or just learning how to fly higher?

Most MSPs assume the answer is raw power, more technical skills, better tools, deeper expertise. But strangely, some of the most profitable MSPs aren’t even run by technicians.

So what’s really keeping some MSPs grounded while others climb higher and higher? If it’s not just technical know-how, then what is it? Stick around because once you see this, you’ll never look at your business the same way again.

I’ve made it a deep habit to follow, read, listen, and learn from as many people as I can across my business career.

In fact, I kind of wish this was a habit that I had as a teenager or in my early twenties, but there we go. And it does mean that over the last 25 years or so, I have read an insane amount of business and marketing books and blogs and courses, all sorts of other stuff. I’ve just been absorbing knowledge like a sponge. And of course, a huge amount of that knowledge has come into my head and left my head. Although I guess all the good ideas that you have, they get mashed together and they influence the way that you think and therefore the way that you act.

Anyway, there was a specific phrase that I heard, and it was quite at the beginning of my learning career about 25 years ago, but it stuck with me, and it’s been very present in my mind for a very long time. If you are under the age of 30, please don’t laugh at me. As I tell you the delivery method on which I heard this piece of advice, it was actually on a cassette tape. I used to get a cassette sent to me, I think it was every week or every two weeks, by a guy called Peter Thompson, and he was huge in the field of personal development here in the UK, sort of back at the turn of the century. He’s actually still around today, I’m guessing he must be in his eighties, something like that, late seventies, early eighties. But back then I absorbed and loved every single thing that he put out.

One day listening to one of his cassette tapes in the car, he said this sentence, and this is the thing that stayed with me all these years, this is what Peter Thompson said. He said, it’s your attitude and not your aptitude that determines your altitude. Is that insane or what? Because think what that means. It means that being successful is less to do with being skilled and more to do with the way that you think. Now, speaking as one business owner to another, what...