By
El Copeland
February 12, 2025
•
20 min read
Business

Often attributed to U.S. President John F. Kennedy in a speech from 1963, this aphorism, “a rising tide lifts all boats,” is regularly heard throughout the MSP Channel: many of our friends and colleagues use this phrase in some iteration during conversation, in mottos, and uh, for business names.
The analogy, in some ways, is astute. Technology and our relationship with it are both constantly evolving, requiring a certain buoyancy and literal ability to “go with the flow” with every new development, vulnerability, and client request. The founder of MSPGeek, Martyn Keigher, used this phrase to describe why he started the forum to answer questions about ConnectWise’s RMM platform, LabTech, and which evolved to discuss products, security, and other MSP-centric matters. It was a nice sentiment, made practical: together, we can navigate struggles that occur with every new development. Together, we can share knowledge and experience and let others who pass this way stand on our shoulders. Together, as a community, we can traverse the deep sea of change. We can learn and grow, together.
But I’ve also seen it used another way. Bear with me and hear the difference:
“We are The Tide. We are the people and ideas who are going to solve all of your problems. We can solve your problems if you would just listen to us and agree and obey!”
In an industry that started in garages and basements, one built on torrents and IRC and subverting systems, one that is constantly wrangling humans in all of their complexity and anxieties, why…WHY would anyone expect to be a sole authority on even one aspect of the Tide?
Because here’s the thing: of all things we should want to mimic from nature, a rising tide isn’t the pinnacle of success you may think it is. Limited by time and natural laws, you must remember that ultimately, tides don’t rise forever.
Let’s talk about how the cycle of tides are reflected in our lives, as humans and businesses.
As the Moon orbits Earth, its gravity pulls on our oceans, creating a bulge of water known as high tide. This high tide isn’t the only one occurring at that time — another high tide forms on the opposite side of the Earth due to the physical properties of water as it responds to the Moon’s pull.

From National Geographic. Illustration by Mary Crooks.
High tide is a good thing for boats, giving ships more water to move through. At high tide, it is easier to navigate without hitting shallow areas that could damage your vessel, making it more practical for boating — and in many cases, more fun.
Low tide, on the other hand, is more likely to be harmful for ships than helpful. If a boat isn’t docked properly, the receding water can leave it stranded in the mud. If left unsecured, changing currents can carry the boat out to the unforgiving sea. At the same time, depending on the location, low tide is the best time for hunting for sea shells or accessing fishing holes that were inaccessible before. It depends on your needs and goals on what part of the tide you prefer.
All of that said, what our analogies usually miss in their catchiness and simplicity is the intrinsically transient nature of the tide.
Consistent as clockwork, the tides rise and they fall in a matter of hours. It may be more pleasant to swim in when the tide is low, but what if you’re not a strong swimmer and are unprepared for the incoming rising tide? The ships are lifted, but what happens to the boats when the tide flows out again and the ships’ captains are unprepared?
As someone who has always had a side gig and has helped start and run multiple small businesses, I firmly believe that Small to Medium Sized Businesses (SMBs) are the future of our economy.
According to the U.S. Chamber of Commerce, 99.9% of businesses, or 33.2 Million businesses in the States are small businesses, accounting for nearly half of their total GDP as a country, and nearly half of their employment. Worldwide, according to the World Bank, those numbers are similar, with 90% of businesses are small businesses, employing 50% of our workforce.

The creativity, competition, and cooperation within community that small businesses exhibit beyond employment and GDP is worth celebrating. Small businesses working together create stronger products and services for both the public and private sectors: truly a demonstration of iron sharpening iron.
Humanity will continue to diversify, solving problems and creating new things. And with it, technology will continue to be vital for growth, productivity, and efficiency.
This diversity and evolution is what I consider the Tide. The complex social, cultural, economic situations that our communities will be inadvertently interacting with in their homes, schools, churches, government buildings, and offices.
We (MSPs, technologists, consultants) are not the Tide. We're arguably more important. I believe MSPs are the future of SMBs and in that, we don’t own the Tide or the rights to It. We merely are custodians of the energy, ideas, and potential hidden within each wave.
Imagine with me that you are standing on a beach on a perfect summer day.
Maybe your feet are buried deep in the warm sand; there is a pleasant breeze carrying light scent of coconut and pineapple from people applying sunblock a few feet away. A clear blue sky and glorious yellow sun embrace everyone under their domain. Tiny crabs skitter back to the ocean in confusion, chasing every wave that brought them in. In the distance, you can see a pier where people set lawn chairs and coolers as they fish for the local fare. You hear kids playing, building and destroying sand castles behind you. Seagulls swoop and shout at people in line at the french fry stand, others are eating ice cream they knocked out of a small child’s hands. A local fisherman is exchanging pleasantries with a customer in the parking lot as he sells shrimp he caught this morning. The beach is abuzz with life.
It’s almost like the tide may be what brings these people together, but it is not the most important thing on the beach. There is an entire ecosystem that was created around the tide and with the tide, that follows the tide, and that depends on the tide, at both its lowest and highest points.
In the same way, entire ecosystems exist and are further enabled by the tide of technology, and as the Tide of technology shifts, It demands a higher bar of technical ability and tools to connect with the increasingly fast paced world around us.
Of the businesses that have sprung up around the beach where this Tide resides—doctors' offices, accounting firms, car dealerships, grocery stores, print shops, restaurants, manufacturers, retail—some will be able to manage changing and upgrading on their own. Many others will rely on competent and experienced MSPs who can see the depths of the waters and navigate with wisdom and care.
You’re not just a bait shop selling worms, hooks, and overpriced rods. You are seasoned navigators with maps, anecdotes, and hard-won advice on the best places to fish. In the same way, a competent MSP can step in, and beyond “managing services” or being a “value-added reseller,” they bring a wealth of experience to enhance those small businesses: advising, creating, maintaining, and protecting technical tools and skills as each SMB grows.
The importance of the role of MSPs guiding SMBs through shifts in technology becomes clear when we examine the projected growth in IT managed services revenue: according to data from Jay McBain at Canalys, in 2025, the industry is expected to grow by 13%, reaching $595 billion globally (Canalys, 2025).

The great thing about the ocean is the variety of occupations that exist at every season and Tide. You are an experienced ship captain; you know how to read the sky and the stars to predict the weather. You are a seasoned fisherman, who knows all of the best spots for the prized sea bass. Your purpose is not to be the Tide, but to help those around us to understand, harness, and profit from the Tide.
While SMBs need help from MSPs, here’s the catch: MSPs are also SMBs facing the same struggles of scalability, knowledge gaps, and industry-wide shifts that any small business does. MSPs, as SMBs themselves (according to McBain, the average MSP employs 8 people), need help from similar coaches, advisors, consultants, and implementors to navigate the constant influx of change and growth.
It’s something my business partner, Mendy Green, and I talk about often. The services we provide—automations, onboardings, and business process consulting—are complicated enough that you will spend significant resources whether staffing your own team or hiring an external consultant. We have a backlog and are hiring consultants who meet our high standards as quickly as we can (if you’re looking and think you’d be a good fit, give us a shout).
But how can we help more people with the finite amount of time we have, how can we better leverage our experience and skill for those who truly need our help but who cannot access us (or other consultants) due to time and cost?
We could keep doing what we’re doing, throwing more people at the traditional consultant model of one-to-one, limited by scheduling and budget.
That only solves half of the problem. We’re grateful for the work, but it’s important to us to keep our services accessible to the people who need it most. So we’re trying a few things to help fortify our ecosystem rather than just ourselves. Here are some ideas that our team and other peers in our circles are trying:
We’re not here to be the Tide. We don’t claim to own this industry or control the ever-changing currents that shape it. Instead, we—as MSPs, Consultants, and Advisors—are here to share the tools, wisdom, and experiences we’ve gained to help others chart their own course.
We don’t have all of the answers, but we are embracing a big experiment of open-source problem-solving, sharing knowledge freely through tutorials and blog posts, and creating community-based solutions like group consulting. Together, we can support each other as we navigate uncharted waters, fortify our fellow ships, and ensure that no one is left stranded as the tides shift again.
We believe that by pouring ourselves into community by sharing, collaborating, and creating slightly abnormal approaches to “the norm,” we’re not just surviving the Tide; we’re harnessing its energy to move forward.
We hope you’ll join us in this effort, whether by joining an online community, incorporating similar practices at your business, or participating in ours. Ride the tides with us, and let’s see how far we can travel, together.

Episode 20 of By the [run]Book dives into HaloPSA v2.214 with a mix of practical improvements and some quirky additions. Connor and Mendy walk through everything from new dollar variables and asset controls to Avalara fixes and portal enhancements—highlighting what actually matters for day-to-day MSP operations. This episode is especially useful for MSPs refining workflows, automation, and reporting accuracy in Halo.
Watch Now: By the [run]Book: Episode 20
For easier tracking, check out haloreleases.remmy.dev to filter and search HaloPSA updates by ID, version, and keyword.
Mendy and Connor noted this was very useful.
Highlighted during the user action demo as a practical workflow improvement.
Called out as a genuinely useful UI improvement.
Allows more flexibility in how incoming emails are matched to tickets.
Enables automation of asset configuration through API usage.
Introduces a new variable to output custom fields in Q&A format.
Improves visibility into asset changes over time.
Returns the email address of the user associated with a purchase order.
Enhances usability and visibility of search results in the portal.
Provides control over configuration synchronization.
Ensures correct popup behavior when multiple rules trigger.
Makes ticket source available for reporting and filtering.
Adds safeguards when configuring email matching tags.
Allows distribution lists to target all email addresses tied to a user.
Improves clarity in Avalara transaction records.
Adds control over visibility of user actions in the portal.
Improves flexibility when using Accounts and Prospects.
Enables dynamic fields based on asset lifecycle status.
Ensures asset tagging consistency during stock processes.
Adds control over Avalara synchronization scope.
Allows a predefined score for surveys.
Improves visibility when prorating billing items.
Automatically generates a ticket alongside sales orders.
Allows column width customization in list views.
Changes ordering of lists in the team view.
Adds asset status as a usable variable in buttons.
Improves flexibility when viewing lists.
Allows visual customization of buttons.
Enables distribution lists based on ticket criteria.
Adds control over forecast data ranges.
Enhances performance of Azure/Entra sync.
Improves visibility of ticket closure information.
Optimizes webhook performance and payload handling.
Refines permissions for asset management.

Episode 19 walks through HaloPSA v2.212 and v2.214, covering a wide range of quality-of-life improvements, admin controls, and workflow enhancements. Connor and Robbie highlight updates around ticket forms, invoicing, templates, and automation, making this especially useful for MSPs looking to tighten processes and improve day-to-day efficiency.
Watch Now: By the [run]Book: Episode 19
For easier tracking, check out haloreleases.remmy.dev to filter and search HaloPSA updates by ID, version, and keyword.
Allows assets to be linked directly to a client instead of only via a site.
Improves tracking of report usage across dashboards.
Adds control over end-user assignment in templates.
Prevents actions on tickets for stopped clients or sites.
Allows updating custom fields directly via actions.
Prevents approval of expired quotes.
Adds variables for original customer addresses.
Ensures hidden fields do not retain values.
Adds advanced relative date filtering.
Adds preview functionality for templates.
Allows editing of existing meter readings.
Improves grouping of invoice items.
Enables merging duplicate assets.
Displays number of related tickets.
Enhances monitoring integration mapping.
Adds more control to purchase order lifecycle.
Enables workflows triggered by agent emails.
Adds mapping and geolocation features.
Introduces guided project setup.
Allows updating ticket fields post-creation in chat.
Prevents deletion of populated top-level structures.
Improves timesheet usability.
Fixes inconsistent quote PDF behavior.
Aligns quote email behavior with configuration.
Adds access to billing profiles from invoice screen.
Allows use of quote data in actions.
Adds new automation trigger.
Adds rich text support for asset fields.
Prevents closure when tasks remain open.
Adds approvals to activity feed.
Removes agent login option from portal.
Adds ordering control to lookup codes.
Adds planning field to releases.
Enables guided onboarding tools.
Adds note field to consignment lines.
Expands team visibility.
Extends accessibility tools to main app.
Displays previous invoice values.
Exposes billing data to API.
Adds search to selection fields.
Aligns call screen logic with ticket settings.
Links credit lines to original sales orders.
Improves invoice ID handling.
Introduces role-based API identity.

In this episode of By the Runbook, the team continues through the HaloPSA 2.212 release notes and spends time unpacking what several of these changes actually mean in practice. The conversation covers workflow design, mail campaigns, ticket views, reporting, and automation behavior, with especially useful commentary for MSPs trying to decide what to enable, what to ignore, and what to be careful with.
Watch Now: By the [run]Book: Episode 18
For easier tracking, check out haloreleases.remmy.dev to filter and search HaloPSA updates by ID, version, and keyword.
Check out MSP Blueprint for info on runbooks: MSPBlueprint
This allows the ticket screen to automatically refresh when a background automation completes.
Expands qualification matching to include custom field criteria.
Adds delayed and retry-based webhook processing options.
This change limits the available “From” addresses on a ticket action to mailboxes the assigned team can actually access.
Adds Email Address as another attribute option for follower behavior on the portal.
Allows changes to Mail Campaigns after they have started.
Restricts pipeline stages based on opportunity type.
Adds webhook processing options including delayed and retry handling.
Adds the ability to hide tickets from the change calendar.
Adds Service Users as a selectable option in distribution and user lists.
Allows campaigns to be sent from sales mailboxes.
Adds a warning when an action email will fail.
Adds asset relationship mapping during SQL imports.
Adds an isRunning field to asset discovery.
Expands qualification matching with custom field rules.
Allows ticket view to auto-refresh after automation runs.
Adds ability to update currency values on quotes.
Requires comments for negative KB feedback.
Adds control for showing nested tickets.
Enhances AI reporting capabilities.
Restricts KB edits to owners only.
Adds translation support in the portal.
Adds secondary MAC address support.
Adds character limits to text fields.
Adds more fields for OLA and rule reporting.
Prevents approvals from email replies.
Extends field copying to deeper ticket levels.
Adds primary asset as a runbook condition.
Adds AgentID variable for lookups.
Adds reporting changes to config tracking.
Adds filter profiles to child ticket views.
Adds more configuration options to other open tickets view.