#56 – From the Trenches: Copier Roots, 10X Growth & MSP Ambition (Dan Strull – GoodSuite)

What happens when a high-performing Xerox rep in the late ‘80s turns copier success into a 25-year growth story—and then decides to go all-in on MSP? In this episode of the BMK Vision Podcast – From the Trenches, Dan Strull, Founder & CEO of GoodSuite, joins Josh Peterson to unpack his journey from analog copiers to managed IT, the cash-flow scars that shaped him, and why he thinks 10X growth is more realistic than 2X.

Guest Introduction

Dan Strull leads GoodSuite, a California-based provider of critical business systems that now combines managed IT, cybersecurity, managed print, VoIP, and AV solutions for hundreds of customers across the region. Starting from humble copier-dealer roots, Dan has grown the company through multiple acquisitions and a deliberate shift into MSP services—while keeping culture, community, and “living is giving” at the center of the brand. He’s also co-author of “10x Happiness,” a book on building a more intentional and joyful life.

🎙 What We Cover in This Episode

• Moving from Xerox sales in the late ‘80s into entrepreneurship

• Launching a copier dealership and discovering cash-flow the hard way

• How Dan’s wife became CFO and helped scale past $10–12M revenue

• Transitioning from imaging-led to IT-led: ConnectWise, e-automate & CEO Juice

• Applying copier financial models to MSP agreements and gross margin

• Building a revenue team and “technology integrator” role to unify sales

• Why AV and physical security are natural extensions for copier/MSP hybrids

• 10X vs 2X thinking and the goal to grow from $13M to $25M on the same infrastructure

• The story behind 10x Happiness and decades of reading, accountability, and goal-setting

• How joy, generosity, and culture show up in GoodSuite’s day-to-day leadership

👤 Guest Links

Guest LinkedIn: https://www.linkedin.com/in/dstrull/

Company Website (GoodSuite): https://goodsuite.com

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