No Asshole Policy for MSP Clients (975)
This episode is all about reinventing your MSP around security, value, and culture. Ian Dunstan explains how Cobalt rebuilt its offering into a single, top‑tier managed services package with zero trust, ThreatLocker, and strong cyber resilience baked in, then backed it up with EOS, clear core values, and a strict “no asshole” policy for clients. If you’re looking for practical ideas on pricing, packaging, compliance, and making IT a growth driver instead of a chore, this conversation is your blueprint.
Live from Zero Trust World 2026, I sit down with Cobalt’s own Ian Dunstan to unpack how he transformed a small break‑fix shop into a security‑first MSP that clients happily pay more for. We talk zero trust, ThreatLocker, managed services, and why drawing a hard line on culture and client behavior might be the most powerful business decision you make this year.
Why listen
- Hear how Ian “ripped up” his IT business and rebuilt a modern MSP offering from the ground up.
- Learn how to move legacy clients onto a security‑driven stack with Kaseya, Datto, Microsoft 365, EDR, and MDR.
- Get practical ideas for packaging services into one top‑tier managed services plan instead of bronze/silver/gold.
- Understand how ThreatLocker fits into a Zero Trust strategy and how to roll it out without losing your mind.
- Hear real‑world perspective on the UK Cyber Security Resilience Bill, Cyber Essentials, and what rising compliance expectations mean for MSPs.
- Steal Ian’s “no asshole policy” and “pain per pound” concept to protect your team and profits from toxic clients.
Mentioned in the Show
- Two Locks and a Cox (rugby podcast): https://open.spotify.com/show/2-locks-and-a-cox (best match; verify)
- Talking Tech Beyond the Buzzwords: https://cobalt.so/news/talking-tech-beyond-the-buzzwords (landing from Cobalt)
- EOS – Entrepreneurial Operating System: https://www.eosworldwide.com
- Zero trust security: https://www.cisa.gov/zero-trust-maturity-model
Guests
- Ian Dunstan — Cobalt Business IT and Comms | https://cobalt.so | https://www.linkedin.com/in/ian-dunstan-107bb36
Shout-outs
- Sarah Cox, Two Locks and a Cox (rugby podcast co‑host): https://podcasts.apple.com/us/podcast/two-locks-and-a-cox-from-devons-radio-exe/id1693283493|
- Ben Lee, Two Locks and a Cox (rugby podcast co‑host, retired Premiership rugby player): https://podcasts.apple.com/us/podcast/two-locks-and-a-cox-from-devons-radio-exe/id1693283493|
- Chris Thomas, Cobalt Business IT and Comms / Talking Tech Beyond the Buzzwords: https://cobalt.so|
Companies / Vendors Mentioned
- Kaseya | https://www.kaseya.com
- Datto (a Kaseya company) | https://www.datto.com
- Cyber Essentials | https://www.ncsc.gov.uk/cyberessentials/overview|
- Cyber Essentials Plus | https://www.ncsc.gov.uk/cyberessentials/overview|
- Solicitors Regulation Authority (SRA) | https://www.sra.org.uk
- Financial Conduct Authority (FCA) | https://www.fca.org.uk
- Cyber Security Resilience Bill (UK) | https://www.gov.uk/government/collections/cyber-security-and-resilience-bill
- EOS – Entrepreneurial Operating System | https://www.eosworldwide.com
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=== SHOW MUSIC:
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CEO
Ian is a UK MSP and telecoms leader who helps organisations make technology simple, secure, and actually useful. He focuses on managed IT, communications, and practical frameworks that keep businesses running smoothly—without the jargon. Known for being hands‑on and straight‑talking, Ian prefers solutions that work in the real world, not just on paper. He enjoys building long‑term client relationships and strong internal teams. Outside of work, Ian is drawn to endurance challenges and travel, including long‑distance rowing adventures—a reflection of his energy, resilience, and love of pushing limits while still enjoying the ride
