#270 Lucy Bourne: Find Your Lane And Stick To It.

Lucy Bourne, Director at Oaka Studio, joins Marc for a sharp, honest conversation about how the Microsoft partner ecosystem is evolving - and what partners must do to stay relevant in a market that's shifting fast. She shares her career path, her experience inside Microsoft, and the realities of building and scaling a consultancy in today's channel landscape.

Topics include:

• The decline of broard LSP models and the rise of specialisation
• Why partners must lead with industry relevance and customer outcomes
• What Microsoft really looks for in a partner - metrics, designations, AI readiness
• How partners should think about focus, vendor strategy, and ideal customer profiles
• The mindset required to build a modern services business

A practical, insightful episode for Microsoft partners, channel leaders, and anyone shaping the future of the ecosystem.