Author: Juliet Stott

Selling Copilot: your content should offer help, not features

You can’t sell Copilot the way you sold Dynamics or a cloud migration. The licence goes to a person, not a project. So whether you’re chasing licence growth or keeping managed services clients close, your content has to sell help, not features and it starts with one decision.

Original Thinkers #9 Part 2: Leahanne Hobson on Copilot adoption and what users actually want to do first and the gap Microsoft Partners keep missing

Microsoft asked Leahanne Hobson to train 30,000 Copilot users, and the findings surprised even her. Most weren’t the enterprise technologists everyone expects. Part two of our Original Thinkers conversation on building a Copilot practice that earns well beyond the licence.

Original Thinkers #9 Part 1: Leahanne Hobson on the cost of Microsoft Partners doing nothing, and why just reselling licences leaves you competing on price

Reselling licences won’t sustain a Microsoft MSP much longer. In part one of our Original Thinkers conversation, Leahanne Hobson makes the case for the MSP AI business model: why the cost of doing nothing is your customer base, and how to sell outcomes instead of technology.

Selling Copilot to the C-suite: why Microsoft Partners need four stories, not one

“Outcomes, not features” is Microsoft’s FY27 message, but one message won’t sell Copilot to a CIO, a CEO, a CFO and a sceptical end user. Here’s how to tell the same story four ways, and why specific evidence wins every conversation.

Original Thinkers #8: Per Werngren on betting big on Microsoft, the power of Partner networks and why you should never say ‘EMEA’

Five-time IAMCP president Per Werngren has spent decades building partner networks worth billions. He sits down with Juliet Stott to explain why specialising, recurring revenue and trusted partnerships beat going it alone.

How AI agents decide which Microsoft Partner buyers shortlist, and how to win them over

AI agents now research and shortlist Microsoft Partners before a buyer ever visits your site. Here’s how MSPs and ISVs can give them a reason to choose you. Build it from specific, evidence-rich content rooted in real expertise.

Four weeks to spend your FY26 H2 Co-op funds. One case study buys you three wins

You’ve got four weeks to spend your FY26 H2 Co-op funds before they go back to Microsoft. The fastest way to put them to work? One case study that does three jobs.

Bright Star builds trust with audiences. We don’t ‘just’ create content.

Content is the method. Trust is the outcome. Most agencies will talk about traffic, rankings, and engagement rates. Those things matter but none of them close deals on their own. Here’s how we think about what we do, who we’re for and, just as importantly, who we’re not.

Your partner network is only as strong as the content feeding it

Most ISVs think hard about recruiting partners. Few think about what those partners need to sell. Here’s why content is the most underleveraged part of any ISV partner network.

An ISV founder spent three years mastering SEO. He got the product to page one. So why wasn’t anyone buying?

One ISV founder spent three years mastering SEO, built a content engine, and hit the top 10 on Google. Traffic came. Customers didn’t. Here’s what was missing.