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/itbusinesspodcastIf you found value in this episode, share it with another MSP, IT provider, or tech entrepreneur. Your support helps keep practical, no-nonsense IT business conversations coming every week.