You know, when I look back at my journey as an entrepreneur, I realize that success isn’t just about having the right strategy, the best execution, or even the perfect market positioning. Those things matter—but they’re not the foundation. The real key? Growth. Not just as a business, but as individuals.
That’s exactly what my good friends Kayvan Yazdi and Iman Oskoorouchi discovered when they built TruAdvantage—a thriving MSP in the Bay Area. Their story is one of resilience, transformative mindset, leadership, and building a people-first culture that fuels long-term success.
From Tech Geeks to Business Leaders
When Kayvan and Iman started TruAdvantage in 2001, it wasn’t with some grand business plan. It was a passion for IT, a love for solving problems, and—like many of us in the MSP space—an obsession with fixing things and making them work better.
But building a business is a completely different game.
“In the beginning, it was just us, a couple of clients, and a lot of uncertainty,” Kayvan told me. “We had to shift our mindset—from being IT consultants to actual business owners. That meant changing how we thought about leadership, growth, and even our daily habits.”
That shift wasn’t easy. Kayvan, who had always been focused on certifications and technical expertise, had to rewire his mind to think like a business leader—diving into sales, leadership, and business development.
Iman, on the other hand, was drawn to operations and service delivery by nature and made sure that everything went without a hitch in the background. The magic then began to occur. One was the visionary, the growth driver. The other ensured that the foundation stayed strong.
Together, they built more than just an MSP. They built a culture.
Why People Are the Biggest Differentiator
Here’s what I love about their journey—they didn’t just focus on the tech. From the start, they knew that technical expertise alone wouldn’t set them apart.
So, they did something many MSPs overlook: they invested in people.
At TruAdvantage, they introduced:
- Personal Development Programs – Helping employees build habits that drive success.
- A Growth Mindset Culture – Encouraging continuous learning at every level.
- A Structured Hiring Process – Making sure new team members aligned with their values.
- A Customer-First Approach – Training their team to see clients as partners, not just accounts.
Kayvan summed it up perfectly:
“The same discipline and structure that made us successful in IT could be applied to personal and team growth. When we invest in our people, everything else falls into place.”
And that’s something I couldn’t agree with more.
Scaling a Business Is Like Scaling Mount Everest
You know, growing a business reminds me of an expedition to Mount Everest Base Camp. You need a clear goal, unwavering grit, a solid plan, and—most importantly—guidance from people who’ve been there before.
That’s where so many entrepreneurs struggle. They try to figure it all out on their own instead of surrounding themselves with the right people—people who are a few steps ahead of them.
And that brings me to something I tell every business owner:
There are two types of people in this world—travel agents and guides.
- Travel agents tell you where to go, but they’ve never actually been there. They give advice, but they’ve never built a business themselves.
- Guides have walked the path. They know the pitfalls. They know the shortcuts. And they take you with them.
That’s why peer groups are so powerful. The right ones challenge you, support you, and show you what’s possible.
The Biggest Growth Killers: Lack of Focus & Shiny Objects
If there’s one thing that holds MSPs back, it’s distraction.
We live in a world of emails, social media, and endless notifications. It’s easy to spend your entire day reacting instead of driving your business forward.
That’s why high-performing leaders don’t just work hard—they work intentionally.
One simple but powerful strategy? Jam sessions.
At TruAdvantage, they implement 90-minute blocks of uninterrupted, high-impact work. No emails, no phone calls—just deep, focused work on the most important tasks.
Sounds simple, right? But staying consistent is the hard part. Even the most disciplined leaders struggle with it. But those who master it? They see massive results.
And then there’s shiny object syndrome.
New tools. New strategies. New opportunities. It’s tempting to chase after everything. But every time you do, you dilute your energy.
The best leaders stay laser-focused on their One Thing—the key priority that makes everything else easier.
The Inner Work That Builds Great Leaders
Now, here’s something a lot of entrepreneurs overlook: business growth starts with personal growth.
Books, podcasts, mindfulness, peer groups—these aren’t just “nice-to-haves.” They’re the foundation of strong leadership. The ability to stay composed, make clear decisions, and navigate challenges comes from the inner work you put in.
At TruAdvantage, they hold self-growth and self-development in paramount importance. Kavyan creates an example by setting a routine of miracle mornings —waking up at 5 AM, learning a new skill, exercising daily—and taking responsibility for one’s actions.
It’s a small thing, but the impact on engagement, morale, and retention is huge.
Because at the end of the day, people don’t stay at companies just for the paycheck. They stay where they feel valued.
And in today’s world, where talent is the biggest asset, a strong culture isn’t optional—it’s necessary.
Final Thought: Choose Your Guides Wisely
I always say—whether you’re scaling a mountain or scaling a business, your journey is shaped by the people you surround yourself with.
- Seek out guides, not just travel agents.
- Prioritize deep work over distractions.
- Invest in your own growth—because the stronger you are, the stronger your business will be.
And if there’s one thing, I’ve learned from watching leaders like Kayvan and Iman, it’s this:
Success isn’t about luck or talent—it’s about mindset.
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