Those who can’t do, teach gym

Jack Black, as Dewey Finn (posing as Ned Schneebly) in School of Rock, famously joked:

“Those who can’t do, teach… and those who can’t teach, teach gym.”

It’s a funny line. But over the past few years, I’ve been reminded of it as I’ve watched the MSP industry.

When I started TruMethods, there were only a handful of coaches, mentors and thought leaders serving MSPs. Today, it seems like everyone is an MSP coach.

That’s not necessarily a bad thing. The demand for coaching has grown because running an MSP has become more difficult. The challenge is knowing who can actually help you.

If you’re considering a coach, peer group or mentor, here are the questions I’d ask before making that investment.

1. Be clear about the outcome you want.

Don’t hire a coach because everyone else is doing it.

Ask yourself what specific outcome you’re trying to achieve. Do you want faster growth, higher profitability or better leadership? Or are you looking for more accountability or a stronger sales process?

Then ask an even more important question: If I solve this problem, will it actually move the needle in my business?

2. Solve the root cause, not the symptom.

Every MSP wants to grow revenue and increase profitability.

Many coaching programs focus on improving one function like help desk efficiency, sales, marketing or operations. Those things matter, but they are often symptoms rather than root causes.

Make sure the coach understands how all the pieces fit together and can identify what is actually limiting your business.

3. Look for a proven process (not just good conversations).

Many coaches simply charge for conversations.

They may be intelligent and have interesting ideas, but advice alone rarely creates consistent results.

The best coaching organizations have a proven framework and a defined curriculum. They also have measurable milestones and a repeatable process that has worked across many businesses, not just one.

4. They can’t give you something they don’t have.

This is one of the most important lessons I’ve learned.

Someone may be smart, have run an MSP and genuinely want to help.

But if they haven’t accomplished what you’re trying to accomplish, they’re unlikely to know how to get you there.

Someone who spent 15 years building a $3 million MSP probably isn’t the best person to help you grow a $3 million MSP into a $6 million MSP in three years or $6mm trying to get to $10mm.

Experience matters, but relevant experience matters even more.

5. Look for a long track record of customer success.

Anyone can point to one or two success stories.

What matters is whether they’ve consistently helped customers achieve meaningful results over many years and across different market conditions.

A proven track record is far more valuable than a compelling marketing message.

6. Make sure they understand what really drives success.

I’ve always believed that business success is about 90% attitude, self-image, and discipline, and only about 10% knowledge.

Knowledge is necessary, but it isn’t enough.

If your MSP has been stuck for years, simply improving help desk efficiency or refining your professional services process probably won’t transform the business.

Those improvements are important, but they’re tasks within a larger system.

The best coaches don’t just teach processes. They help change the way you think, lead, make decisions and execute.

That’s where lasting results come from.

Final Thoughts

Coaching, peer groups, mentorship and thought leadership have played a significant role in my own career. Some of the best investments I’ve ever made were in people who challenged my thinking and helped me see what I couldn’t see on my own.

I’ve also wasted plenty of money on the wrong people.

Looking back, every mistake taught me the same lesson: don’t buy access to someone’s opinions, buy a proven system from someone who has consistently produced the results you want.

Choose your coach the same way you would choose a business partner. The right one can change the trajectory of your business. The wrong one simply becomes another expense.

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