Increasingly, IT Solutions Providers (VARs, MSPs, Systems Integrators, Consultants, and Resellers) are facing challenges that are very specific to their industry. Perhaps one of the most obvious, but also the hardest to overcome, is the necessity to deliver true business value to their customers, instead of just concentrating on ‘speeds and feeds’ and other technological prowess.

But what is ‘business value’? Does it have to be measured on its impact on the bottom line? The short answer is yes, but most value is created in three ways:

• Creating abundance where there is scarcity. Identify things that are scarce or hard to obtain and make them available at a lower cost. This principle is so strong that it underpins industries like mining and international shipping, and more recently, companies like Netflix and providers of unlimited mobile plans. For an IT Solutions Provider abundance can be translated to all-you-can-eat plans, unlimited storage, unlimited support tickets and calls, etc. but also in reducing response time to business-critical activities.
• Creating simplicity where there is complexity. Find a complex problem or task requiring specialized skills and solve it for others. Companies like Google and OpenAI profit from this model by simplifying access to information and advanced technology. IT Solutions Providers are really good at this, but honestly, sometimes we tend to complicate things.
• Creating comfort where there is discomfort. Identify annoying, tedious, or undesirable tasks and offer to handle them, or even better, automate them, make them go away. This principle has driven the success of companies like Amazon, Instacart, and The Dollar Shave Club. IT Solutions Providers that are capable of rolling out a consulting approach and simplify their customer’s operations, are positioned to win.

IT Solutions Providers should keep these principles in mind to provide true business value. Don’t settle for your comfort zone; RUN TOWARDS complexity, discomfort, and scarcity. You’ll find riches.

Author, Huba Rostonics, Principal at OneAccord