#9 – From the Trenches: Why Most MSPs Stay Stuck – And How to Break Through (Alex Farling)

In this From the Trenches episode, Alex Farling—MSP veteran, co-founder of Empath MSP, and former owner of Delaware Micro—shares an unfiltered look at two decades of perseverance, mistakes, and growth. From getting laid off and accidentally buying a computer shop, to navigating the 2008 crash, leading through COVID, and selling his MSP in 2020, Alex’s story reveals the messy, human side of building and leading a business.

He reflects on what it takes to evolve as an owner—learning sales discipline, finding complementary partners, and finally understanding that success isn’t about ego or title, but about knowing your strengths and letting go of what holds you back.

This candid conversation explores:

• Alex’s accidental start in IT and his early struggles as a first-time business owner
• How the 2008 recession and COVID-19 tested his resilience and leadership
• Transitioning from break/fix to managed services—and surviving early pricing mistakes
• Building a lifecycle budgeting model that kept clients and cash flow steady
• Why consistent, daily sales activity is more valuable than expensive lead gen
• How self-awareness and humility became Alex’s ultimate competitive edge

To explore the topics from this episode, check out our guides on solving profitability challenges in MSPs, building a scalable tool integration strategy, and identifying profitable verticals for growth.

For more episodes and insights, visit the BMK Vision Podcast main page →

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Episode Highlights

• 00:01:00 – Alex’s accidental start in IT and how he bought his first business by chance.
• 00:09:25 – Surviving the 2008 recession through teamwork, transparency, and sacrifice.
• 00:11:35 – Early adoption of managed services—and how $47-per-seat pricing haunted him for years.
• 00:18:30 – How client budgeting and asset lifecycle planning transformed his business model.
• 00:27:30 – Why consistent sales effort beats sporadic marketing every time.
• 00:38:00 – The value of knowing your limits—and finding the right partner to balance your weaknesses.
• 00:45:00 – Hard-won lessons on leadership, ego, and making the tough calls early.

About the Guest

Alex Farling is the co-founder of Empath MSP and a veteran MSP leader who built, scaled, and sold Delaware Micro after 17 years of ownership. He later co-founded Lifecycle Insights and helped grow it through acquisition. Alex now helps MSPs modernize operations, build better client communication models, and lead with empathy and accountability.

🌐 Connect with Alex on LinkedIn →

About the Host

Josh Peterson is the CEO of Bering McKinley and host of the BMK Vision Podcast. Through the From the Trenches series, Josh sits down with MSP owners and industry leaders to explore the human side of managed services—real stories, real lessons, and honest insights that help leaders grow stronger businesses.

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