『Preserving the Human Connection in Tech with Grant Eckstrom of Succurri』のカバーアート

Preserving the Human Connection in Tech with Grant Eckstrom of Succurri

Preserving the Human Connection in Tech with Grant Eckstrom of Succurri

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When everything is moving towards automation and AI in tech, is the human connection even considered?Grant Ekstrom, Managing Partner at Succurri Managed IT and Cybersecurity Services, has built a business around that exact question. An engineer by DNA and instinct, Grant co-founded Succurri with his brother — born from a conversation over a couple bottles of wine in Hawaii — and has since navigated the very real tensions of scaling a service business without losing the human core that makes it work. From referrals drying up post-COVID to learning a costly lesson about marketing the hard way, Grant gets refreshingly honest about where they've stumbled, what they've figured out, and why he still believes that face-to-face conversations over a drink will always outperform a Zoom call when it comes to building real trust.HighlightsGrant always wanted to be an electrical engineer — and unlike most, he actually ended up doing it. He traces that back to his grandfather, a structural engineer who taught at UCLA, and a childhood full of RadioShack kits and soldering burns on his desk.Succurri was born out of a family conversation: Grant and his brother each had their own MSPs and their dad asked why they were solving the same problems separately. The answer became a company.Grant and his brother are described as "yin and yang to the utmost extreme" — and that complementary partnership has been central to how Succurri has scaled.On service: "It's about having honest conversations — getting to the truth whether they like it or not. It's almost like parenting."Grant coined the term "impact zones" for those inflection points in growth where the team hits a wall and has to retool. He admits they still hit them — but get better at spotting them faster.After COVID, referrals dried up — not because service had declined, but because the human interaction that fueled them had stopped. That wake-up call launched a serious sales and marketing overhaul.The biggest marketing shift for Succurri: moving from talking about IT to talking about outcomes and business impact. When they stopped speaking engineer and started speaking to ownership-level concerns, things started to stick.Grant pushed back on niche-only thinking: Succurri serves roughly nine industries and intentionally cross-pollinates solutions across them.He's a proponent of bringing in outside help — both peer groups like Vistage and third-party marketing expertise — and he says the painful way he learned this should serve as a shortcut for others.Matt introduced the StoryBrand Framework as the strategic lens Succurri has been applying: make the client the hero, not the company.Grant is a believer in white-glove service to a fault — and says their low client churn is proof that honesty, even when uncomfortable, builds lasting trust.Chapters0:00 — Introduction2:21 — Meet Grant Ekstrom3:28 — Growing Up Engineer4:32 — RadioShack Tinkering Days6:23 — Succurri Origin Story8:43 — Why MSPs Join Forces10:26 — Family Partnership and Delegation11:28 — Defining Service and Honesty13:17 — Scaling Through Impact Zones18:09 — Finding CEO Community Support20:32 — Brand Story and Marketing Shift24:54 — Niche Versus Broad27:40 — Sell Outcomes Not Tech28:35 — Human Trust Building30:03 — Referrals Dried Up33:05 — Finding Marketing Voice34:58 — StoryBrand Perspective38:00 — White Glove Service40:09 — Hard Truth Conversations43:03 — Behind The Brand43:35 — Rapid Fire Answers48:22 — Wrap Up & LinksResources MentionedSuccurri Managed IT and Cybersecurity ServicesEOS (Entrepreneurial Operating System) — Referenced as a methodology Succurri has drawn from, though they have not formally implemented itVistage — CEO peer group Grant has joined for outside perspective and community supportThe CEO’s Heart for Service is a production of Brand3. If you’re a B2B service provider who delivers exceptional service but struggles to get your marketing to connect with the right people, find us at brand3.net. And sign up for our Brand3 Newsletter that only sends marketing insights worthy of your inbox - genuinely helpful stuff for the road ahead. The CEO’s Heart for Service is also supported by Forge Podcast Company, a turnkey production solution for using podcasts to reach a wider audience, win new clients, and grow. Find them at forgepodcast.co
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