
I get asked this a lot. An MSP owner, or a small-business leader, wants a coach, an advisor, or a specialist, and they cannot tell who is any good. There is no certificate that settles it. It is easy to look competent on Instagram. A tidy grid and a confident caption will get you a meeting. They will not get the business where you want it.
The test I use is plainer than the marketing. Has this person solved the problem you actually have? Did they get the result you want? Have they helped a fair number of people like you get there, rather than telling a polished story about one lucky result?
Write the problem down before you shop
Most owners start with a feeling. The week is full. Margin is thin. The team is tired of the same snag. A feeling is not a brief, and a vague brief attracts someone who is good at a problem you do not have.
Before I talk to anyone, I sit in Microsoft 365 and ask Copilot to draft the problem from what is already in the tenant. Recent Teams threads where the same argument keeps returning. SharePoint documents that were meant to be the process and clearly are not. Planner boards crowded with tasks that never quite close. Copilot earns its place because it can pull those threads onto one page: what keeps breaking, who it lands on, and what better would look like in the numbers you already track.
I read that page and I edit it. If Copilot has smoothed over a sore point, I put the sore point back in. I hand it to a candidate and say, this is the job. If they have not done that job, you hear it quickly. They talk about their method. They do not talk about your board, your clients, or the result.
Ask for the work, not the pose
A person worth hiring will show you work. Not a slide of logos. How they read a business that looked like yours. What they changed. What moved, and what did not. Papers on the table. A whiteboard. A walk through a real engagement. If the only evidence is a photo and a promise, I keep looking.
I want someone who has done it more than once. One success can be luck, or a very patient client. A run of similar businesses, under similar constraints, reaching similar results, is a pattern. That pattern is what you are paying for.
Watch what they do with your brief. Do they push back where it is wrong? Do they ask what you have already tried? Or do they skip straight to a package with their name on it? The person who stays with the problem is usually the one who has been in the room when it was hard.
What changes when they are on the team
Get this choice right and the business feels different. The work is more enjoyable, because you are not grinding the same stuck point every week. You help more of the people you set out to help. And you make more money, because time stops leaking into work that does not pay.
None of that shows up because someone posted well. It shows up because a person who has already walked the path is now walking it with you, against the problem you wrote down, not the problem they prefer to sell.
I still do not know a certificate that replaces that test. I do know that if you write the real problem first, and you only sit down with people who have solved it for others like you, the choice gets a lot less foggy.




