EPISODE · Dec 19, 2025 · 51 MIN
#56 – From the Trenches: Copier Roots, 10X Growth & MSP Ambition (Dan Strull – GoodSuite)
from The BMK Vision Podcast · host Josh Peterson
What happens when a high-performing Xerox rep in the late ‘80s turns copier success into a 25-year growth story—and then decides to go all-in on MSP? In this episode of the BMK Vision Podcast – From the Trenches, Dan Strull, Founder & CEO of GoodSuite, joins Josh Peterson to unpack his journey from analog copiers to managed IT, the cash-flow scars that shaped him, and why he thinks 10X growth is more realistic than 2X. Guest Introduction Dan Strull leads GoodSuite, a California-based provider of critical business systems that now combines managed IT, cybersecurity, managed print, VoIP, and AV solutions for hundreds of customers across the region. Starting from humble copier-dealer roots, Dan has grown the company through multiple acquisitions and a deliberate shift into MSP services—while keeping culture, community, and “living is giving” at the center of the brand. He’s also co-author of “10x Happiness,” a book on building a more intentional and joyful life. 🎙 What We Cover in This Episode • Moving from Xerox sales in the late ‘80s into entrepreneurship • Launching a copier dealership and discovering cash-flow the hard way • How Dan’s wife became CFO and helped scale past $10–12M revenue • Transitioning from imaging-led to IT-led: ConnectWise, e-automate & CEO Juice • Applying copier financial models to MSP agreements and gross margin • Building a revenue team and “technology integrator” role to unify sales • Why AV and physical security are natural extensions for copier/MSP hybrids • 10X vs 2X thinking and the goal to grow from $13M to $25M on the same infrastructure • The story behind 10x Happiness and decades of reading, accountability, and goal-setting • How joy, generosity, and culture show up in GoodSuite’s day-to-day leadership 👤 Guest Links Guest LinkedIn: https://www.linkedin.com/in/dstrull/ Company Website (GoodSuite): https://goodsuite.com 🚀 Subscribe & Follow BMK Vision YouTube (Video Podcast): https://www.youtube.com/@beringmckinleyvision?sub_confirmation=1 Learn More About the Vision Platform: https://beringmckinley.com/vision Apply to Be a Guest: https://beringmckinley.com/bering-mckinley-podcast-blog
What this episode covers
What happens when a high-performing Xerox rep in the late ‘80s turns copier success into a 25-year growth story—and then decides to go all-in on MSP? In this episode of the BMK Vision Podcast – From the Trenches, Dan Strull, Founder & CEO of GoodSuite, joins Josh Peterson to unpack his journey from analog copiers to managed IT, the cash-flow scars that shaped him, and why he thinks 10X growth is more realistic than 2X. Guest Introduction Dan Strull leads GoodSuite, a California-based provider of critical business systems that now combines managed IT, cybersecurity, managed print, VoIP, and AV solutions for hundreds of customers across the region. Starting from humble copier-dealer roots, Dan has grown the company through multiple acquisitions and a deliberate shift into MSP services—while keeping culture, community, and “living is giving” at the center of the brand. He’s also co-author of “10x Happiness,” a book on building a more intentional and joyful life. 🎙 What We Cover in This Episode • Moving from Xerox sales in the late ‘80s into entrepreneurship • Launching a copier dealership and discovering cash-flow the hard way • How Dan’s wife became CFO and helped scale past $10–12M revenue • Transitioning from imaging-led to IT-led: ConnectWise, e-automate & CEO Juice • Applying copier financial models to MSP agreements and gross margin • Building a revenue team and “technology integrator” role to unify sales • Why AV and physical security are natural extensions for copier/MSP hybrids • 10X vs 2X thinking and the goal to grow from $13M to $25M on the same infrastructure • The story behind 10x Happiness and decades of reading, accountability, and goal-setting • How joy, generosity, and culture show up in GoodSuite’s day-to-day leadership 👤 Guest Links Guest LinkedIn: https://www.linkedin.com/in/dstrull/ Company Website (GoodSuite): https://goodsuite.com 🚀 Subscribe & Follow BMK Vision YouTube (Video Podcast): https://www.youtube.com/@beringmckinleyvision?sub_confirmation=1 Learn More About the Vision Platform: https://beringmckinley.com/vision Apply to Be a Guest: https://beringmckinley.com/bering-mckinley-podcast-blog
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#56 – From the Trenches: Copier Roots, 10X Growth & MSP Ambition (Dan Strull – GoodSuite)
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