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Every MSP is different — but many struggle to articulate how.
According to Jordy Starling from _Neural Impact_, differentiation isn’t something you invent. It’s already there; you just have to peel back the layers and view your business the same way your customers do.
One of the best ways to do that is to narrow your focus. When MSPs identify a specific industry or segment they serve best, their messaging becomes clearer, more confident, and far more compelling.
For example, if your MSP serves healthcare, manufacturing, or financial services clients, you can speak directly to their challenges, regulations, and priorities. That focus not only improves your marketing but also builds credibility — because you’re no longer talking in generalities. You’re teaching.
Jordy points out that this kind of niche focus opens up more opportunities for content and video creation, too. You can produce short, targeted videos that show your expertise, address industry-specific struggles, and demonstrate that you truly understand your audience’s world.
Your goal isn’t to be everything to everyone — it’s to be _essential_ to the customers who need you most.
The MSPs that win aren’t the ones shouting the loudest; they’re the ones speaking directly to the right audience.
What’s the one industry you could start owning today?
Watch the Full Video:
See how Chris Smith and Jordy Starling explain how focusing on a niche can unlock your MSP’s true differentiation.
Watch the full session on YouTube
