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.
In Episode 7 of By the [run]Book, the team finishes off highlights from v2.196 before diving into the first v2.198 beta features. From multi-column ticket layouts and SQL-driven scheduled tickets to dynamic field visibility groups, AI exclusions, and multi-page ticket logging, this release is stacked with quality-of-life improvements and automation power-ups. A must-watch for MSPs looking to fine-tune service delivery and streamline configuration.
Watch Now: By the [run]Book: Episode 7
For easier tracking, check out haloreleases.remmy.dev to filter and search HaloPSA updates by ID, version, and keyword.
Lets you define how many columns appear in end-user ticket forms.
Filter CSP mappings to assign values by Azure group membership.
Schedule tickets dynamically based on SQL queries for assets.
Prevent certain appointment types from including client attendees.
Ticket areas can now display custom images in the header.
Improved reporting with stacked bar splits.
Projects tasks can now follow sequence numbers.
Quote settings and approvals are now managed separately.
Show product list prices in the target quote currency.
Billing configuration split into clearer sections.
HaloPSA integration now supports remote session invites.
Introduces improved line total calculations.
Control the order of CRM note custom fields.
New grouping logic for dynamic field conditions.
Exclude sensitive customers from Halo’s built-in AI.
Control which asset columns users see when logging tickets.
Pull products straight from Ingram Micro.
More control over “Favourite Services” in the portal.
Ticket Kanban boards improved.
Granular permission for pushing config changes.
Improved grouping for user access restrictions.
Settings now stored in a new format.
Mailbox sender restrictions expanded.
Single Select IDs can now use non-integer values.
Cloned tickets can now inherit milestones.
Credits can now be applied as payments.
Contracts can now be swapped in the review list.
Enhancements for AWS usage billing.
Split ticket forms into multiple pages.
Bulk toggle users between service and non-service.
Item groups now support a default sequence.
Episode 6 breaks down HaloPSA v2.196 (stable). We cover improvements to billing recalculation and recurring invoice scheduling, on-prem integration security, ticket UI/UX (action groups, field group behavior), role-level controls, chat on existing tickets, and a big boost to project billing performance in Ready for Invoicing. Ideal for MSPs tightening finance, project, and automation workflows in Halo.
Watch Now: By the [run]Book: Episode 6
For easier tracking, check out haloreleases.remmy.dev to filter and search HaloPSA updates by ID, version, and keyword.
Choose a consistent default font for editors in tickets and actions.
A banner warns when integrations allow unauthenticated webhooks.
Recalculate billing for a selected customer over a defined window.
Control when a billing rule applies.
Declutter your recurring invoice view.
Filter or route tickets by the mailbox they came from.
Security and reliability enhancements for on-prem connections.
Make start dates automatic for certain ticket types.
Keep grouped fields always visible.
Automate around CRM note activity.
Runbooks can process text-only API responses.
Safer, clearer Excel imports.
Bill on an exact day each month.
Lock milestone structures from templates.
Let end users chat directly on an existing ticket.
Reduce confusion on sales order lines.
Granular “log on behalf” controls.
Group actions into dropdown menus on tickets.
A big boost to project billing performance.
More events to hook automations into.
For more insights, see our guide on choosing the right ticket status colors in HaloPSA
Also, check out our partner Renada’s video: From Feedback to Forest: Automating Tree Planting in HaloPSA
In Episode 5 of By the [run]Book, the crew digs into four HaloPSA releases in one session—covering versions 2.192 through 2.195. From new ways to share secure links and manage billable time to asset relationship mapping and invoice automation, this episode is packed with practical updates. If you’re an MSP looking to tighten processes, improve reporting, or explore Halo’s evolving automation and AI features, this one is worth the watch.
Watch Now: By the [run]Book: Episode 5
Report Guide Field | v2.192 #783026 | 3:19
Halo added a Report Guide field in the report designer for better context.
Send secrets safely with one-time secure links.
A new Billable Time Recorded column is available in ticket profiles.
<<halo_url>>
Variable | v2.192 #762123 | 9:59A new runbook variable for halo_url has been added.
Control which quotes appear on tickets/opportunities.
A safer way to deactivate SLAs.
Specify invoice references when creating bills from POs.
Set whether closure timers run on SLA working hours or calendar hours.
New risk scoring tool for change management.
A default configuration for prorata handling in recurring invoices.
Expanded asset management capabilities.
A mysterious patch button—covered lightheartedly in the episode.
Custom buttons can now be restricted to asset type level.
Unpaid invoice tickets now include the invoice PDF automatically.
Choose recipients for automatic emails on pending-closure tickets.
New permission level for user management.
Sales order lines must now be marked complete manually (optional).
Runbook steps with SQL can now be tested directly.
AI field suggestions now appear inline as context hints.
Added access controls to the Entra ID integration.
Enhanced SQL imports for custom tables.