Uncle Marv kicks off a spontaneous chat with Wayne Selk at Zero Trust World 2025 in Orlando. Wayne is there to present on why cybersecurity is now simply the cost of doing business. He shares alarming stats from the Small Business Administration about security incidents and emphasizes that all businesses using technology are at risk.The conversation evolves into how solution providers need to change their approach, focusing on business risk and objectives rather than just tech specs. Wayne highlights that businesses must consider their objectives and work backward to identify and mitigate risks. Marv and Wayne then dove into a discussion about GTIA, formerly ChannelCon TIA, and how much the organization has evolved. Marv gave Wayne honest feedback and the two discussed some of the objectives of the organization, including rebranding.The duo then embark on a tangent about the pros and cons of Nashville, and Uncle Marv extends a personal invite for Wayne to come back to GTIA. The two wrap up with a discussion about family and travel.Main Topics CoveredCybersecurity as a Cost of Doing BusinessWayne argues that cybersecurity is no longer optional but a necessary expense for all businesses, regardless of size, due to the pervasive use of technology and the increasing threat landscape. He cites statistics on reported security incidents among small businesses to emphasize the point.Shifting the Conversation: Business Risk vs. TechnologyThe discussion highlights the need for solution providers to engage clients by focusing on business risks and objectives rather than getting bogged down in technical details. This involves understanding the client's business model and helping them mitigate risks that could prevent them from achieving their goals.GTIA (Formerly ChannelCon TIA) and the IT ChannelWayne extends a personal invite for Marv to come back to GTIA. The two talk about how the organization has evolved with a new focus back on the IT Channel.Why Listen?This episode offers a unique blend of high-level strategy and practical advice, perfect for MSPs, IT professionals, and business owners. You'll gain insights into reframing the cybersecurity conversation, understanding business risks, and connecting technology solutions to tangible business outcomes. Plus, the candid conversation about industry associations provides valuable context for those looking to engage more effectively with the IT channel.Companies and Websites MentionedThreatLocker: https://www.threatlocker.com/Global Technology Industry Association (GTIA): https://www.gtia.org/Small Business Administration (SBA): https://www.sba.gov/InfraGard: https://www.infragard.org/Trustwave: https://www.trustwave.com/ConnectWise: https://www.connectwise.com/=== SPONSORSPremier Partner: NetAllyInternet Provider: RythmzDigital Partner: Designer ReadyTravel Sponsor: ThreatLocker=== MUSIC LICENSE CERTIFICATEItem Title: Upbeat & Fun Sports Rock LogoItem URL: https://elements.envato.com/upbeat-fun-sports-rock-logo-CSR3UETItem ID: CSR3UETAuthor Username: AlexanderRufireLicensee: Marvin BeeRegistered Project Name: IT Business PodcastLicense Date: January 1st, 2024Item License Code: 7X9F52DNML === Show InformationWebsite: https://www.itbusinesspodcast.com/Host: Marvin BeeUncle Marv’s Amazon Store: https://amzn.to/3EiyKoZBecome a monthly supporter: https://ko-fi.com/itbusinesspodcast

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