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In this episode of MSP Mindset, we're joined by Ben Smoker, CEO of Sota, a top 10 MSP in the UK, about why Sota chose to dogfood AI internally before selling it to customers. Instead of leading with tools or rushing a new offer to market, Sota spent months testing AI across finance, HR, compliance, sales, service, and back-office workflows to understand what actually saves time, where governance matters, and how MSPs can create meaningful client outcomes with AI.
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Connect more with Damien and Ben:
 Damien - https://www.linkedin.com/in/dstevens
 Ben - https://www.linkedin.com/in/ben-smoker-a01b6389/
📺 Watch on YT: https://www.youtube.com/@mspmindset

What 20 Years of AI Taught This MSP

Host Damien Stevens (CEO of Servosity) gives a front-row seat to MSPs who refuse to play small. MSP Mindset dives deep into what truly elevates an MSP—not just technology, but leadership, mindset, and strategy. Through our mission to interview 100 of the world’s top-performing MSPs, we’re uncovering the habits, bold decisions, and mindset shifts that drive real growth—without burnout. No fluff. No theory. Just the stuff that works.