Vision 25 from The 20 has been rolling strong all week in Dallas, and from the first moments, the focus stretched beyond business strategies.
Crystal Conkle, chief marketing officer of The 20, set the tone by bringing the community together and reminding us this industry thrives because of the builders, creators, and disruptors in the room. CEO Tim Conkle then charged onto the stage with his trademark fire, setting the agenda for what he called not just another event, but a decision point for MSPs.
You² and the Exponential Effect
During Vision 25, Tim Conkle introduced a framework he called You². The concept was built on four cornerstones every MSP — and every person — should consider: health, wealth, family, and legacy. Conkle called it the Exponential Effect:
- Health fuels wealth.
- Wealth empowers family.
- Family sustains legacy.
- Legacy reinforces health and wealth.
That cycle is what Vision 25 is all about, he said. The goal is to help MSPs make the right decisions that shape their businesses and their lives.
Day 1 Highlights
The conference’s educational sessions carried that theme into practice. A few standouts:
- Creating Your Ageless Future with Regan Archibald pushed MSPs to think beyond business by investing in health and energy as keys to long-term success.
- Platform Power Plays brought Tim Conkle and N-able’s John Pagliuca together for a frank look at scaling smarter and avoiding the pitfalls that stall MSP growth.
- State of the MSP Industry with Jay McBain gave everyone in the room a glimpse of where the channel is headed in the AI-driven platform era.
- Why Brand Is the New Infrastructure with Crystal Conkle and Katie Vreeland hammered home that marketing is the backbone of growth.
“This event is always about more than sessions and speakers,” Crystal Conkle said in a social media post. “It’s about the community we’ve built, the energy we share, and the chance to grow together.”
And of course, Happy Hour in the Expo Hall kept the conversations flowing well into the evening.
Day 2: Better Together and Looking Ahead
The second day kept the momentum with a packed schedule that balanced wealth, technology, and security. Among the sessions:
- Tim Conkle presented Better Together: Why Wealth Starts with “We.” It drove home the point that success in this industry isn’t a solo sport. Collaboration is the multiplier.
- Howard Getson took the stage with The Playbook for Agentic AI. The session gave MSPs a forward-looking roadmap into the AI-powered future and how to position themselves for it.
- Security got its spotlight, too. Daniel Astin and Joseph Brunsman delivered A Decade in 30 Minutes: Defense in Depth of Your MSP, a breakdown of what it really takes to protect client environments long-term.
Of course, Vision wouldn’t be Vision without a signature sendoff. The day wrapped with the Vision Bash! The group came together to celebrate, connect, and recharge before heading into the final stretch.
Day 3: Looking Inward
Vision 25’s final day shifted into a members-only format. Instead of broad sessions, The 20 spotlighted the state of business and how its mission is advancing.
Members also got a closer look at The 20 leadership team, those driving strategy behind the scenes. It centered on making sure the community is aligned on the road ahead.
The Takeaway
Vision 25 underscored a simple truth: The future of the MSP business is built on deliberate choices. From health and wealth to family and legacy, the content highlighted what it takes to grow stronger companies and better lives.
The sessions pushed attendees to think differently about scaling, branding, security, and even personal resilience. MSPs must approach the road ahead with focus and intention, confident that the right decisions made today will carry lasting impact.
Joel Zaidspiner, vice president and associate publisher of ChannelPro, is known in the IT community as the “Mayor of the Channel.” Through his vendor interviews, event coverage, and networking prowess, he spotlights the companies and people driving opportunities for MSPs.
Images: Joel Zaidspiner/ChannelPro, Crystal Conkle via LinkedIn
