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Executive Briefing

Table Stakes Don’t Win

KEY OUTCOMES: 79 of 100 MSPs use broad or conventional positioning • A four-part framework for moving from capable to chosen • A practical approach to turning technical breadth into commercial preference

Why broad technical capability no longer differentiates an MSP — and how to build a clear, credible reason for customers to choose you.

• Findings from the Coriolis review of 100 US-oriented MSPs
• Why buyers begin with a business problem, not a list of technical capabilities
• How to define the customer problem your business exists to solve
• A framework connecting purpose, positioning, offer and proof
• The Global Paradigm example: turning broad capability into a focused market proposition

Published: August 2026 • Topics: MSPs, Brand Positioning, Marketing Strategy, Offer Design, Growth Strategy
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