By
Mendy Green
December 18, 2022
•
20 min read
Business
A Cloud Perspective
“Should my business be going to Cloud?”
This is one of the most popular questions that comes up in my conversations with clients, and like every other question I get, I like to answer it with “It depends”.
Before we can address this, we need to address the ongoing struggle between IT Professionals and Marketing Professionals. This was cleverly outlined in the classic Project Management meme
We won’t get too far into the specifics of this as Marketing can be a post all by itself, but suffice to say, the…let’s call it exuberance to sell something new, tends to make for overly aggressive messaging targeting the Stakeholders which does not generate tingly-friendly feelings on the people who actually have to implement, support, or answer questions about the technical specifics. This is true no matter if the “Expert” person is at your company or the company the marketing person is sitting at. If you need a further demonstration of what this looks like you can watch the skit on YouTube called “The Expert” which should give you an idea of what frame of mind to approach this question with
Keeping this in mind we need to immediately increase our level of skepticism when we hear about Cloud Computing (or really any new technology).
Let’s switch tracks for a moment. One of the things I always talk about is how there’s at least two sides to everything. Literally you can take a specific item, scenario, concept, etc. examine it and you’ll see two or more sides that reflect or are directly opposite to each other. In business finances for example we have Operating costs and Cost of Goods Sold (COGS). Traditionally Operating costs were made up of things like Rent for the office, Utilities, supplies and things like that. Supplies would include the cost of equipment (such as computers) Utilities would include cost of the internet and so on. COGS would be made up of how much money the business would need to spend, in order to provide the service that they offer. This is essentially two sides to the same thing (money being spent), but you track them separately because they help you break down the cost of running the business vs the cost of providing services.
In other words, Operating Expenses can be broken down to the point where you would assign a Per Dollar amount for each Employee that you have, and COGS would be broken down and assigned a Per Dollar amount for each Customer
Now let’s get back to the point of this. Cloud, like everything else, has 2 or more (way more actually) sides. There’s Infrastructure as a Service offerings, Platform as a Service, Software as a Service, and so on and so forth and all of these items get mixed up and placed into the “Cloud” category. If you dig into what Cloud actually is, you’ll find that it’s just…rented computers. Really. If you’re skeptical, you can read more on this here from one of the bigger software platforms on their reasons why they’re leaving the cloud.
The questions we’d want to answer so that we can determine if you should be moving to the cloud are as follows.
Would you be moving your Operating Expenses to the cloud or your COGS. Specifically, are you providing an online service to your clients that requires you to rapidly scale up if you were to grow, or that allows you to measure out the cost of running in the cloud against the number of users you’re servicing?
Running in almost any cloud has pricing that is broken down to the minute, generally speaking. This is one of the big things marketing likes to tout “Scale up or down as needed, so it’s very cost effective”. Cost effective compared to running them 24/7 sure, but not cost effective compared to buying hardware. Marketing is selling you on the idea that if you needed to turn down services, you can do rapidly and save money with it off, but if you never need to turn down services, and your scaling doesn’t happen rapidly, then you’re actually spending way more over the same period of time of hardware life. Up to 4 or 5 times the amount potentially.
Do you have a need either from a compliance standard or your own security policy for enhanced security, physical auditing, a requirement to be highly available or a guaranteed uptime of 4 or more 9s (99.99%)?
Here is where it starts making sense to consider, although the question of finding a datacenter that will rent you hardware or allow you to place hardware vs running in something like Google Cloud, Azure, or AWS is still debatable. In the end the level of redundancies that exist in the cloud or datacenter are harder to build (read, more costly) than using an infrastructure that is already built and essentially being shared. This isn’t a new phenomenon, if you’ve read my article on the MSP Business Fallacy, or even just paid attention in the world the idea of pooling resources to save on costs is a well-established and very successful pattern. This is something that can range on a spectrum from sharing power costs, to sharing full on hardware and running your services on segregated containerized workloads.
Are you concerned about control of your data. Specifically, does it matter to you if your data is physically on equipment that you solely own and control, or is your business okay with the data being placed onto equipment owned and controlled by a trusted Third Party
Data sovereignty is an important part of the equation, even if you do trust it to a third party, the question of which region and where it is physically located is still an issue. In the end the agreements you sign with vendors and clients state that the data you hold for them is your responsibility to protect and keep safe and you do not have the right to assign that responsibility to anyone else. These are all concerns that should be evaluated and addressed in your assessment of moving to cloud.
In the end there’s no real good right answer, as most of these questions are ones you’ll need to decide for your business. I’ve outlined a table below to help with the decision matrix, but it is still only just a suggestion.
I'm passionate about IT, driven by a dual love for solving complex problems and a commitment to transforming the stereotype of technical support into a positive and enjoyable user experience. For over 13 years, I've been deeply involved in the MSPGeek community, lending my expertise to various Managed Service Providers (MSPs), while also serving as the CTO at IntelliComp Technologies.
My journey in the tech world is fueled by a passion for teaching others. I find great satisfaction in imparting problem-solving and critical thinking skills, and offering practical guidance during the troubleshooting process. It's this enthusiasm for mentorship and improvement that led me to my current venture.
Today, as the founder of Rising Tide, I'm focusing on the MSP industry, dedicating my time to coaching and assisting both individuals and businesses. At Rising Tide, we're not just about providing solutions; we're about nurturing growth, fostering innovation, and building a community where everyone can rise together. Whether it's through hands-on problem solving or strategic planning, my goal is to make the IT experience not just efficient, but also empowering and enjoyable
See some more of our most recent posts...
Chapter-by-Chapter Discussion Questions for The Go-Giver by Bob Burg: Chapter Five - The Law of Compensation
Can success scale without selling out? Chapter 5 of The Go-Giver says yes: serve more people, serve them better. Explore the “rich vs. good” myth, what to do when generosity gets taken for granted, and how practiced improvisation (“you just make it up”) guides real-time decisions that create value at scale.
Read post
About this Series
This discussion guide is part of Rising Tide’s Fall 2025 book club, where we’re reading The Go-Giver by Bob Burg and John David Mann.
If you’re just joining us, here are a few pages you’ll likely benefit from:
- Chapter One – The Go-Getter for an introduction on how to use these Discussion Questions
- Book Clubs, Conversations, and Curiosity for why we started a book club for a technical team here
Chapter Summary
In Chapter 5, the Law of Compensation, Joe meets successful CEO, Nicole, amidst a chaotic and playful work environment, again dismantling our concept of success and professionalism. Nicole teaches Joe the Second Law of Stratospheric Success: Your income is determined by how many people you serve and how well you serve them.
Discussion Questions
Use these open-ended prompts to guide reflection and conversation. Remember, there are no right answers!
- Do you see a difference in the two different ways they present the 2nd Law? (“Your income is determined by how many people you serve and how well you serve them.” vs. “Your compensation is directly proportional to how many lives you touch”)?_
- Are there times that you shared an idea with someone and it worked out poorly? What about one where it worked out splendidly?
- How do you feel about the idea of there being two types of people in this world: those who get rich, and those who do good? Where do you feel that belief comes from?
- Can you relate to Nicole getting nervous and sabotaging her own success?
- You just make it up. How did this statement make you feel?
Rising Tide Input for your Consideration
- On the "rich vs. good" binary.
- Many of us definitely internalize some form of the “to get rich, you have to step on a lot of people to get money” or “to get super rich, you don’t have time to do good”
- Examples that extend and complicate that binary
- 20 People Confront a Billionaire (ft. John Morgan) this billionaire considers that he's doing good for others. Subjectively, people may think they’re doing good. His wife gave away $500,000 USD and he didn't even know about it.
- Dolly Parton, arguably one of the most successful musical artists, has invested millions of her own money in improving education outcomes, healthcare, animal welfare, LGBTQ+ youth, and even Appalachian cultural preservation.
- Billie Eilish was recently honored for her music at the Wall Street Journal Innovator's award, where she spoke to billionaires in the audience after she herself gave away 1/4 of her net worth: "No hate, but give your money away, shorties". Billie Eilish tells billionaires to give away more of their money | AP News
- Not every rich person is successful, not every successful person is rich.
- Have you ever experienced some of your most challenging customers are often the wealthiest? It's almost like they've lost the experience and the value of the work being done?
- Comes back to our perspective and the definition of success. If money is your only metric for meaning, you may be missing the plot.
- On having our generosity taken for granted
- It's happened to all of us. The question is: do you live and learn, do you trust people again the next time?
- The failings of others can make us jaded or they can make us wise. There is a huge difference.
- We encourage you to identify markers of trustworthy and honest partners and people, and to instead of promising to never share again, promise to only share with those who truly will be honorable with your energy, time, and skill.
- On "You just make it up"
- There's research about how Jazz musicians aren't thinking through their performances, but rather going through the flow and feeling it out in the moment! This can be encouraging: we don't have to know all of the answers in the moment, but the work we do to create the type of person we want to be can help guide us through true game-time decisions. https://www.nature.com/articles/s41598-021-98332-x.pdf
- On Songs and Stories with Kelly Clarkson, we learn that Gloria Estafan and the Miami Sound Machine's iconic song, Conga, came from a pure encore. It was riffing that came from sheer shared energy between the band and the crowd. https://www.youtube.com/watch?v=mJeg1wFBNFA&msockid=0a5959e7b66211f096d8057420e615b7
About Rising Tide and our Book Club
Rising Tide helps MSPs and service-focused teams build better systems: the kind that align people with purpose.
Every Friday at 9:30 AM ET, we host Rising Tide Fridays as an open conversation for MSP owners, consultants, and service professionals who want to grow both professionally, technically, and emotionally. In Fall/Winter 2025, we’re walking through The Go-Giver, chapter by chapter.
If that sounds like your kind of crowd, reach out to partners@risingtidegroup.net for the Teams link.
Bring your coffee and curiosity…no prep required.
Chapter-by-Chapter Discussion Questions for The Go-Giver by Bob Burg: Chapter Four - The Condition
What happens when you serve the client even if it means sending them elsewhere? Chapter 4 of The Go-Giver shows how giving more than you take builds trust, loyalty, and outcomes that outlast clout. We explore long-tail generosity, practical ways to add value, and a real MSP example of earning devotion by automating without upsells.
Read post
About this Series
This discussion guide is part of Rising Tide’s Fall 2025 book club, where we’re reading The Go-Giver by Bob Burg and John David Mann. If you’re just joining us, here are a few pages you’ll likely benefit from:
- Chapter One – The Go-Getter for an introduction on how to use these Discussion Questions
- Book Clubs, Conversations, and Curiosity for why we started a book club for a technical team here
Chapter Four Discussion
Chapter Summary
In Chapter 4, The Condition, Joe if back in the office and we find him losing yet another customer. This, time, however, in an effort to test the First Law of Stratospheric Success (Your true worth is determined by how much more you give in value than you take in payment), he guides the customer to a competitor who may be able to better fit his needs.
Discussion Questions
Use these open-ended prompts to guide reflection and conversation. Remember, there are no right answers!
- How did Joe giving the customer to Joe’s competition make you feel?
- How was Joe’s action representative of giving more in value than he takes in payment?
- Can you describe a time a person gave you more in value than you paid? How did that make you feel?
- What are ways in your life that you can practice giving more in value than you take in payment?
Rising Tide Input for your Consideration
- Success is about perspective. You can be successful by your own goals, and not standard expectations of power, money, and attention.
- Our friend and MSP Owner at Network Integration Specialists in Virginia, Doug White, mentioned that he's enjoying making automations for his customers and not charging extra, and how those actions spark unsolicited client replies like, “This is awesome”. Truly the kind of experience the next MSP will have a hard time matching!
- Give without scoreboard math. Community help, answering questions, volunteering, parenting: these are “long-tail” investments that compound in character and network, not just invoices.
- We're curious! Maybe Gus has layers. There’s likely more going on with him than the mentor archetype...let's file that for later.
About Rising Tide and our Book Club
Rising Tide helps MSPs and service-focused teams build better systems: the kind that align people with purpose. Every Friday at 9:30 AM ET, we host Rising Tide Fridays as an open conversation for MSP owners, consultants, and service professionals who want to grow both professionally, technically, and emotionally. In Fall/Winter 2025, we’re walking through The Go-Giver, chapter by chapter. If that sounds like your kind of crowd, reach out to partners@risingtidegroup.net for the Teams link. Bring your coffee and curiosity…no prep required.
Chapter-by-Chapter Discussion Questions for The Go-Giver by Bob Burg: Chapter Three - The Law of Value
What makes a business truly valuable? Chapter 3 of The Go-Giver reframes worth: deliver more value than you take. Explore Ernesto’s playbook—care as a differentiator, authentic generosity, and spotting hidden value in plain sight—to build customer experiences that create trust, loyalty, and momentum.
Read post
About this Series
This discussion guide is part of Rising Tide’s Fall 2025 book club, where we’re reading The Go-Giver by Bob Burg and John David Mann. If you’re just joining us, here are a few pages you’ll likely benefit from:
- Chapter One – The Go-Getter for an introduction on how to use these Discussion Questions
- Book Clubs, Conversations, and Curiosity for why we started a book club for a technical team here
Chapter Three Discussion
Chapter Summary
In Chapter 3, The Law of Value, Joe and Pindar visit a busy Italian-American cafe and its owner/head chef/real estate magnate: Ernesto. Here, we learn The First Law of Stratospheric Success: “Your true worth is determined by how much more you give in value than you take in payment”
Discussion Questions
Use these open-ended prompts to guide reflection and conversation. Remember, there are no right answers!
- Here, we find Pindar redefining phrases again. Ernesto says his hot dog cart was voted the City’s best hot dog stand. Pindar corrects: “Best outdoor dining experience in the city.” What does this difference say to you?
- Who do you think the Connector is going to be?
- Why did the words “clout and leverage” mean so much to Joe, specifically? What do you think the author is trying to say by having Joe repeat them over and over?
Rising Tide Input for your Consideration
- Part of giving is making people feel important. Ernesto’s real differentiator isn’t cuisine: it’s care. People remember how the place treated them more than what they ate.
- Give for the love of the game. Value isn’t a gimmick. When generosity is authentic (and bounded), quality compounds.
- The narrative keeps checking Joe’s assumptions (e.g., not realizing the chef is the owner). How do you feel about the point: perhaps value often hides in plain sight?
- Clout vs. leverage. Clout seeks recognition; leverage seeks outcomes. Joe wants both, but this chapter hints that trust is the real currency.
About Rising Tide and our Book Club
Rising Tide helps MSPs and service-focused teams build better systems: the kind that align people with purpose. Every Friday at 9:30 AM ET, we host Rising Tide Fridays as an open conversation for MSP owners, consultants, and service professionals who want to grow both professionally, technically, and emotionally. In Fall/Winter 2025, we’re walking through The Go-Giver, chapter by chapter. If that sounds like your kind of crowd, reach out to partners@risingtidegroup.net for the Teams link. Bring your coffee and curiosity…no prep required.