MSP Branding In An AI World (EP 1005)
Clients are not firing MSPs because of bad tools; they are walking away because they feel ignored, unseen, and “not important.” Lisa Shorr joins me to show how better soft skills, branding, and intentional AI use can turn your team into high‑trust, client‑facing pros who keep MRR growing instead of leaking out the back door
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:
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=== 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
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Image and Personal Brand Strategist
Lisa Shorr owns two successful businesses: Shorr Success and Secure Future Tech Solutions. Certified in Advanced Image Consulting and Corporate Consultancy, Shorr has spent more than 26 years in the sales, marketing, personal branding and, cybersecurity arena. Using her proprietary “Shorr-to-Shine System,” she has coached hundreds of businesses worldwide to build a stronger brand. A sought after speaker, Shorr has delivered professional development and corporate branding workshops and seminars across the country for notable brands including Connectwise, Nextiva, ChannelPro, Kaseya, ASCII and Bryant University Women’s Summit. Her articles on style, career development, and technology have been published in notable publications including PC World, ChannelPro Magazine, MSP Success Magazine, Providence Business News and more. Shorr has styled many professionals on photoshoots, television, and in private settings. Lisa is a Member of The Association of Image Consultants International.
