People Buy From People: Having the Confidence to Be Visible

Voices in the Channel · Oct 8, 2026

In this episode of Voices in the Channel, Sophie is joined by Ian Sutherland, CEO of Adaptive, to explore why personal branding has become one of the biggest differentiators for MSPs.

The conversation explores how MSP leaders can become more visible without pretending to be someone they're not and why businesses should focus on becoming trusted advisors rather than simply selling services.

Ian also shares his refreshingly honest views on leadership, company culture, handling mistakes, recruiting for personality over technical skills, and why AI is changing what customers expect from their…