In this episode, Josh Lupresto and Adam Burke discuss the intricacies of selling technology solutions, focusing on common myths, mistakes, and strategies for success in the channel. They explore the importance of understanding partner motivations, recognizing red flags in client engagements, and the significance of starting small with projects. The conversation emphasizes the need for a focus on business outcomes and adapting to changing buying cycles, particularly in the context of AI and automation. Adam shares valuable lessons learned from his experiences in the industry, highlighting the importance of effective negotiation and the role of partners in delivering complex technology solutions.