Wresting the technical side of technology's ever-vacillating nature, alongside the business challenges of being in the channel, places our industry on a perpetually steep learning curve.
Those in the channel are constantly learning more about end-user demands and how to operate as a successful business - but what are the major factors in all this?
We asked four channel execs to describe the single most important lesson they have learned about the channel, and if they could give one piece of advice to themselves as they were first setting out in the channel, what would it be?
Derek Jones, managing director of Synaxon, said: "I have worked in the IT channel for close to 35 years now, which is a sobering thought and makes me sound old, although I certainly don't feel it.
"After a six-year stint in the Army, followed by a short period in sales and sales training in the chemical industry, I was introduced to the technology channel in 1984 and am fortunate enough to say I have never looked back."
As for the single most important lesson Jones has learned about the channel in that time, he said that you have to keep moving - "only the dead fish go with the flow".
"The pace of change in the technology industry is breath-taking and the channel has to keep up with the pace. The hunger and curiosity about technology is getting even stronger now, so there are even more opportunities," said Jones.
"People are fascinated by IT and what it can do and emerging technologies such as IoT and AI and are making it even more intriguing."
Jones said that technology touches everyone's lives now and as individuals and businesses working in the industry, we know that we have seen only the tip of the iceberg - the best is yet to come.
"There is much more that technology can enable us to do and the possibilities for us all are expanding in every direction. The next decade will be the fastest moving and most exciting we have ever seen."
As for the one piece of advice to himself as he was first setting out in the channel, Jones said to "believe in yourself and back yourself to win".
"Always be positive and if you get knocked down, get up, dust yourself off and keep working hard to achieve your goals and never ever give up. The other advice I would give to my younger self would be: don't try to be a lone wolf, don't be an ‘I know best', join a collective as early as possible in your career; together businesses thrive," added Jones.
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