Most of us put huge effort into our tech stack and very little into how our team actually shows up in front of clients. In this conversation with MSP owner, branding coach, and author Lisa Shorr, we talk about why a “solid stack” is not enough if your clients experience you as slow, unresponsive, or robotic. We dig into real stories from the field, including a law firm that fired their IT provider for being “not responsive,” and how simple shifts in communication, presence, and expectations can completely change that story. We also tackle the AI rush head‑on: how to decide whether a new automation actually strengthens or weakens client relationships, where QBRs and client touchpoints fit into a more automated world, and why empathy, adaptability, and critical thinking are still your unfair advantage. If you’ve ever felt the tension between “being efficient” and “being human,” this one will hit home. Chapters 00:32 Introduction to Money, Marketing, and Growth 02:56 The Importance of Human Connection 03:23 Navigating AI and Automation 05:51 Workshops and Trends in MSPs 08:37 Balancing AI and Client Interaction 11:09 Building a Framework for AI Implementation 18:09 The Role of Empathy in Client Relationships 20:55 Success Stories and Client Experiences 23:55 Internal Branding and Image 30:30 Consistency in Branding 35:14 Challenges Faced by MSPs Today 41:42 Unleashing Your Brand with Shore Success === Guest: Lisa Shorr Company: Shorr Success – https://shorrsuccess.com LinkedIn: https://www.linkedin.com/in/lisashorr Your B.R.A.N.D. Unleashed (book): https://amzn.to/4tqZXOi === Companies / Vendors / Products / Books Pax8: https://www.pax8.com Claude (Anthropic): https://www.anthropic.com Microsoft Copilot: https://www.microsoft.com/copilot Gamma: https://gamma.app The Managed Intelligence Provider Playbook (Pax8 report): https://www.pax8nebula.com/m/47ae41fea05803a4/original/The-Managed-Intelligence-Provider-Playbook.pdf === SPONSORS: Livestream Partner, ThreatLocker: https://www.itbusinesspodcast.com/threatlocker Technology Partner, NetAlly: https://www.itbusinesspodcast.com/netally/ Technology Partner: Bvoip: https://www.itbusinesspodcast.com/bvoip Travel Partner: TruGrid: https://www.itbusinesspodcast.com/trugrid Digital Partner, Designer Ready: http://itbusinesspodcast.com/designerready === SHOW MUSIC: Item Title: Upbeat & Fun Sports Rock Logo Item URL: https://elements.envato.com/upbeat-fun-sports-rock-logo-CSR3UET Author Username: AlexanderRufire Item License Code: 7X9F52DNML === Connect with Uncle Marv🌐 Website: https://www.itbusinesspodcast.com/🎙 Host: Marvin Bee🛒 Uncle Marv’s Amazon Store (gear & tools I recommend): https://amzn.to/3EiyKoZ☕ Support the show: https://ko-fi.com/itbusinesspodcastIf you found value in this episode, share it with another MSP, IT provider, or tech entrepreneur. Your support helps keep practical, no-nonsense IT business conversations coming every week.

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