A marketing brief that became a business-wide rebuild.
A tier two builder is rebuilding the way the whole business runs around AI, with the capability built inside the company rather than handed to an outside IT provider.
A CEO who saw what AI could do.
Ducon Building Solutions is a tier two construction company. CEO Peter Mason had started using AI for competitive tendering and for shaping standard operating procedures.
Once he saw what it could do, he decided to rebuild the company's SharePoint enterprise system around it. The obvious path was to bring in an IT company.
That route proved frustrating and expensive. The providers did not understand the business, the job was too big for them to scope well, and it would have cost far more to have someone else do what Peter and MacInnis Marketing are now doing themselves.
Procedures
Being documented in Claude by the CEO.
Staff member
Interviewed to map tasks for Copilot.
Connected process
From first inquiry to delivered project.
Map the work. Train the people. Keep it inside.
- 01Document
Peter is documenting every standard operating procedure in Claude, so the way Ducon works is written down once and used everywhere.
- 02Interview
Every staff member interviewed to map the exact tasks they do and find what can be automated through Copilot, Ducon's standing Microsoft system.
- 03Train
The interviews do double duty: they map the work and train the people, so staff work to one consistent standard embedded through SharePoint.
- 04Connect
One process from first inquiry to delivered project, alongside Procore and AroFlo, with HubSpot on the marketing side so it all joins up.
To carry the implementation, MacInnis Marketing brought in Bianca, who has worked with Peter before, and is training her to run it. On the finance side, the same approach is helping the CFO work with less frustration, clearer communication and a format Peter can read at a glance.
A transformation underway. Early markers, not a final scorecard.
Decisions
Peter can already see that understanding AI helps him make better decisions, and he is making them.
The IT route
The frustrating, expensive outside provider route. The work is being done in-house for far less than quoted.
The capability
Embedded through SharePoint and carried by trained staff, not a contractor.
By the board
The board and Peter's mentors see it as the right step for where construction is heading.
Peter is no longer waiting on an outside provider that could not grasp his business. He is building an AI-literate operation from the inside, where the people and the systems both get smarter.Dan MacInnis, MacInnis Marketing
Where it started: the brand and website work that repositioned Ducon from maintenance contractor to builder, around one value proposition: Built around you.
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