Harry Brelsford and Ann Westerheim (https://www.linkedin.com/in/annwesterheim/) discuss their experiences at the Zero Trust World event in Orlando, highlighting the importance of community and networking in the tech industry. Ann, a veteran in the field, emphasizes the value of attending events to stay updated, meet new vendors, and strengthen partnerships. They touch on the stress and burnout in the tech sector, comparing it to high-stress military roles. Ann mentions her upcoming participation in the Global Technology Industry Association (GTIA) events in Chicago and San Diego, where she will discuss cybersecurity and receive an award for their new trust mark based on CIS controls.

During the last major recession (2007-2009 financial crisis) I profiled Regus in Cupertino CA in the Silicon Valley and it's a sweet spot for companies downsizing (and it was also a social gathering for tired old guys that wanted to get away from momma and play business by day). And it was right next to a Indian lunch buffet!!!

In the old days when knights were bold and kings owned all the gold, the co-worker space pitch in my eyes was to avoid the sticky Starbucks table syndrome. 

SMB Nation (Austin, TX) has partnered with Technology Reseller (Vancouver, WA) to expand their joint portfolio to offer more solutions for Small and Medium Business (SMB) partners who are Managed Services Providers (MSP).

The partnership effectively doubles the audience with a strategic pen stroke. That consolidation results in more efficient solution delivery for the SMB MSP community sponsors to get better results and greater awareness. This is a new way to reach a qualified audience. 

Matt Linn, co-founder of Thread, discussed the company's rapid growth and recent activities since a capital raise four months ago. Thread is expanding its team and partner base, with a focus on R&D, particularly in voice AI and client intelligence. The company hosts weekly AI service unleashed community calls, attracting over 100 MSPs, which help shape product development through direct feedback. Linn emphasized the importance of value and investment in maintaining community engagement. Upcoming developments include agents to handle administrative tasks, allowing the team to focus on enhancing customer service experiences.

I’ll start this analysis the same way I’ll end it: GO HOME AND TAKE TWO PEOPLE WITH YOU! It’s that time of year - the start of the 7-month festival season in Austin.

Context

Before I get to my specific event analysis, let me start at the macro-level. Overall, the Austin March festivals and events are strong.

What if? What if automobile manufactures had both direct sales (e.g. Tesla) and a channel (e.g. CarMax)?  Such a strategy would cause tension to say the least. 

Yet this is already occurring in our beloved Small and Medium Business (SMB) - Managed Service Provider (MSP) ecosystem. I don’t know if the SMB MSP community sponsors all went to the same weekend seminar at a third tier airport hotel in a function room but I’m hearing the strategy articulated more than ever. 

I will repeat! This was my first time at Zero Trust World. I learned a thang or three hehe. It focuses on teaching security professionals how to implement Zero Trust security and defend against modern cyberattacks. The event was held in early March 2026 in Orlando at the Rosen Shingle Creek hotel and conference center. 

Harry Brelsford and Danny Obaseki discuss Danny's role at K Zero, a company focused on passwordless authentication for MSPs and their clients. Danny explains K Zero's all-in-one authentication suite, which aims to improve password hygiene, integrate password managers, and eventually eliminate passwords through biometrics. K Zero offers NFR (Not for Resale) licenses to partners, allowing them to use and understand the product better. Harry expresses interest in trying the product, particularly for its mobile support. Danny provides contact information for further inquiries and mentions K Zero's recent activities, including attending a hockey game in Montreal.

Happy New Year! Just several days left to participate in our SMB MSP community survey! We’ve enjoyed a robust response and just need a few more participants to close it out and generate a final report. Why participate? First of all our SMB Nation community and ecosystem needs members and others to go old school and help! Second, you might learn a few things are you complete this.