Growth vs. Comfort: Why Most MSP Owners Settle for ‘Good Enough’

You’ve built something that’s working. Your clients trust you. Your MSP is profitable. And if you compare yourself to the guy down the street who’s still figuring out ticketing software, you’re doing pretty damn well. That’s no small accomplishment.

But are you growing? Or are you just comfortable? 
Comfort is the enemy of progress - it feels good, but it comes at a cost.

This is the trap that catches so many MSP owners. You reach a level where things are "good enough," so you stop pushing. You stop experimenting. You stop making the hard choices that lead to real growth.

Before you know it, years pass. You’re still in the same revenue bracket. Still answering the same client issues. Still dealing with the same pricing pressures. And meanwhile, the MSPs who chose to chase growth instead of comfort are now the ones winning the deals you want.

Most MSPs don’t fail because they’re bad at IT. They fail because they never decide to grow.

Growth isn’t something that magically happens. You don’t just stumble into a scalable, high-margin MSP. You have to make intentional decisions that force you out of your comfort zone:

• Raising prices and standing firm on your value
• Defining a clear sales process instead of winging it
• Hiring the right people and trusting them to run things
• Committing to marketing consistently, not just when sales are slow

None of these choices are comfortable. They require risk. They demand that you stop playing defense in your business and start playing offense.

Here’s the real kicker - staying in your comfort zone is actually not the safe choice.

Your competitors are evolving, and so is the marketplace. Clients are expecting more. And the same strategies that got you here will not bring you to the next level.

At some point, the MSP that chose growth is going to come for your clients. They’re going to out-position you. They’re going to deliver a clearer, more compelling value proposition. And your “good enough” MSP? It’s going to feel outdated.

The ones who win in this space? They make the hard choices. They invest in their business even when it’s uncomfortable. They don’t wait for the perfect time to fix their sales process, improve their pricing, or refine their client targeting. The perfect time is never going to arrive to roll out advanced MSP sales training.

They just start.

So, the real question is: 
Are you settling, or are you choosing growth?

Hear more on this topic in Episode 9 of The MSP Sales Podcast, now streaming on all major audio platforms, or check out the in-studio video recording below.