#54 – From the Trenches: Faith, Stewardship & Blue Ocean Vision (Jason Robinson – IntegriTech)

In this episode of From the Trenches on the BMK Vision Podcast, Josh Peterson sits down with Jason Robinson of Integritech for a thoughtful conversation about what it really takes to build a differentiated MSP in a crowded market.

This is not a conversation about tools, tactics, or short-term hacks. Instead, Jason shares how faith, stewardship, and disciplined leadership shaped his journey from early struggle to long-term clarity—and why many MSPs stay trapped in a red-ocean model without ever realizing there’s another path.

If you’re an MSP owner wrestling with positioning, pricing pressure, or the transition from technician to business leader, this episode will resonate.

How do you differentiate your MSP in a crowded market?

Short answer: MSP differentiation doesn’t come from better tools—it comes from leadership, positioning, and disciplined execution.

A blue-ocean MSP separates itself by moving beyond commodity IT support and into advisory leadership. That means clear vision, repeatable operating systems, intentional pricing, and the courage to make decisions that align with long-term stewardship rather than short-term comfort.

In this episode, Jason explains why differentiation is ultimately a leadership problem—not a marketing one.

• Advisory leadership creates leverage where reactive support cannot
• Clear vision and execution discipline outperform technical excellence alone
• Long-term stewardship drives healthier pricing, teams, and client relationships

The MSP problem this episode solves

Many MSP owners feel stuck despite working harder than ever. They’re profitable enough to survive, but not positioned to scale cleanly, raise prices confidently, or step out of daily operations.

This episode addresses three common MSP challenges:

• Feeling trapped in a price-driven, reactive service model
• Struggling to transition from “chief technician” to business leader
• Lacking a clear operating vision that guides decisions consistently

Jason’s experience highlights that these issues don’t get solved with new tools—they get solved with intentional leadership and structure.

Red-ocean vs. blue-ocean MSP strategy

A red-ocean MSP competes on:

• Price
• Speed
• Tool stacks
• Reactive service delivery

A blue-ocean MSP competes on:

• Business outcomes
• Advisory leadership (vCIO)
• Clear positioning and execution standards
• Trust, clarity, and long-term value

Jason shares how Integritech deliberately shifted away from commodity thinking and toward a model rooted in stewardship—treating clients, employees, and capital as responsibilities to manage wisely, not resources to burn through.

What stewardship looks like in MSP leadership

Stewardship shows up in practical, everyday decisions:

• Hiring intentionally instead of reactively
• Saying “no” to misaligned clients
• Pricing services to sustain the business long-term
• Building systems that don’t rely on heroics

This mindset shift allows MSP owners to lead instead of constantly firefighting. Jason’s story reinforces that faith-driven leadership doesn’t mean passive leadership—it means disciplined, principled execution.

A practical vCIO differentiation checklist

If you want to move toward a blue-ocean MSP model, this episode points to a few non-negotiables:

• Clearly define what advisory leadership means in your business
• Tie technology decisions to business outcomes, not tools
• Establish a repeatable cadence for planning, review, and accountability
• Separate ownership, leadership, and technical roles intentionally
• Build financial visibility into every major decision

These are the same fundamentals Bering McKinley emphasizes through its consulting services and the Vision operating system—helping MSPs align people, process, and performance under a single execution framework.

Episode highlights

• Jason’s early journey and lessons learned the hard way
• Why most MSPs never escape the red ocean
• The leadership cost of staying reactive
• How stewardship reshapes pricing, hiring, and growth decisions
• Why vision without execution creates false confidence

About the guest: Jason Robinson

Jason Robinson is the founder of Integritech, an MSP built around advisory leadership, intentional execution, and long-term stewardship. His approach challenges the industry’s default thinking and offers a refreshing perspective on what sustainable MSP leadership really looks like.

Connect with Jason Robinson on LinkedIn

Frequently asked questions

How do MSPs differentiate beyond cybersecurity and help desk services?
By shifting from reactive IT delivery to advisory leadership that connects technology decisions to business outcomes.

What is a blue-ocean strategy for an MSP?
A strategy that avoids price-based competition by creating unique value through leadership, positioning, and execution discipline.

What does a vCIO do in an MSP?
A vCIO provides strategic guidance, aligning IT investments with business goals instead of reacting to tickets and outages.

How do I transition from technician to MSP business owner?
By intentionally separating leadership responsibilities from technical execution and building systems that don’t depend on you personally.

Why do MSPs struggle with pricing and cash flow?
Because they price effort instead of outcomes and lack financial visibility tied to execution discipline.

How do I know if I’m stuck in a red-ocean MSP model?
If you’re competing primarily on price, constantly firefighting, and struggling to say no to the wrong clients, you likely are.

Related resources from Bering McKinley

• MSP consulting services that help you lead, scale, and win
• Managed service provider consulting: your partner for MSP excellence

Want to continue the conversation?

If you’re an MSP owner building toward a blue-ocean future—and want help creating clarity, discipline, and execution—explore the Vision operating system or apply to be a guest on the podcast.

👉 Apply to be on the BMK Vision Podcast

👉 Learn more about Vision