Stop Selling Security Backwards (EP 988)

In this conversation with Tim Coach from Cynomi, I pull back the curtain on what it really takes for MSPs to offer vCISO, cybersecurity, and compliance services that actually make money instead of creating headaches. We talk about how to move beyond buzzwords, use the right tools, and turn security conversations into long-term, high-value relationships with your clients.

Why listen

• Learn how Cynomi helps MSPs deliver repeatable vCISO and cyber risk services without hiring a full-time CISO.
• Hear practical ways to position cybersecurity, compliance, and risk assessments so business owners actually engage.

Chapters

• 00:15 Welcome back and why Tim is in studio
• 02:19 Who is Tim Coach and what is Cynomi?
• 02:46 Florida move, St. Pete life, and “Florida man” stories
• 07:52 Driving Alligator Alley and road‑warrior life
• 10:12 Radio, streaming apps, and paying for content
• 16:17 Binge‑watching, sports, and how we consume media
• 21:01 Fast‑paced sports, soccer, and cricket detour
• 25:00 Shifting gears into tech and Cynomi at Empower
• 25:10 What Cynomi does for MSPs and weekly community calls
• 26:33 New public API, PSA integration, and reducing labor
• 27:36 AI agents in Cynomi and scaling CISO‑level insight
• 29:46 Turning security into business language clients understand
• 31:34 Selling MFA and security as risk and revenue protection
• 34:20 Regulations, Ohio example, and why baselines matter
• 35:11 MSP security standards vs. NIST, CIS, and government frameworks
• 36:07 How many MSPs are actually following frameworks?
• 37:11 Uncle Marv’s two‑tier security model and “minimum CSF”
• 38:32 Standardizing on a few frameworks so you don’t lose money
• 40:08 Stop selling, start consulting, and being the expert in the room

Guest: Tim Coach, Cynomi

• https://www.cynomi.com
• LinkedIn URL: https://www.linkedin.com/in/tim-coach

Companies / vendors / products mentioned

• N-Able Empower Conference: https://empower.n-able.com/
• Ring (doorbell / app): https://ring.com
• Reddit: https://www.reddit.com
• SiriusXM: https://www.siriusxm.com
• iHeartRadio (iHeart): https://www.iheart.com
• Spotify: https://www.spotify.com
• NFL Red Zone: https://www.nfl.com/redzone
• KVJ Morning Show (The KVJ Show): https://www.kvjshow.com
• WRMF (97.9 WRMF): https://www.wrmf.com
• Bubba the Love Sponge: https://www.bubbaarmyradio.com
• F1 (Formula 1): https://www.formula1.com

=== SPONSORS: 

• Livestream Partner, ThreatLocker: https://www.itbusinesspodcast.com/threatlocker
• Technology Partner, NetAlly: https://www.itbusinesspodcast.com/netally/
• Technology Partner: Bvoip: https://www.itbusinesspodcast.com/bvoip
• Travel Partner: TruGrid: https://www.itbusinesspodcast.com/trugrid
• Digital Partner, Designer Ready: http://itbusinesspodcast.com/designerready

=== SHOW MUSIC: 

• Item Title: Upbeat & Fun Sports Rock Logo
• Item URL: https://elements.envato.com/upbeat-fun-sports-rock-logo-CSR3UET
• Author Username: AlexanderRufire
• Item License Code: 7X9F52DNML

=== Connect with Uncle Marv

🌐 Website: https://www.itbusinesspodcast.com/
🎙 Host: Marvin Bee
🛒 Uncle Marv’s Amazon Store (gear & tools I recommend): https://amzn.to/3EiyKoZ
☕ Support the show: https://ko-fi.com/itbusinesspodcast

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