Laying the Groundwork for a Company-Defining AI Transformation
BigRentz, a national construction-equipment rental marketplace, was preparing to launch SiteStack — a proprietary AI-powered procurement platform built entirely in-house. The product would redefine the company’s model, but credibility in AI had to be earned first.
Throughout the process, I served as an active partner in shaping the company’s messaging and language — helping refine how BigRentz communicated its innovation story internally and externally.
- Positioned BigRentz as a leader in AI-driven construction technology
- Secured national thought-leadership coverage for CEO Scott Cannon
- Coordinated a Fortune exclusive to unveil SiteStack at launch
Overview
BigRentz was preparing to redefine its business model with the launch of SiteStack — a proprietary AI-powered procurement platform built entirely in-house. Before unveiling it, the company needed to earn credibility in technology and innovation through a strong, consistent story that positioned it as a construction-tech leader.
Challenge
BigRentz needed to cement leadership as visionary before unveiling SiteStack.
The challenge was to make the company synonymous with construction-tech modernization without revealing the final product too early. The goal: build recognition and trust around the brand’s innovative vision long before the official AI launch.
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Strategy
Take a long-view approach. Spend more than a year seeding thought leadership, partnerships, and proof points so that by the time the AI platform launched, media already viewed BigRentz as an authority.
Media Cadence
Built a sustained media rhythm around technology, efficiency, and modernization in construction.
Consistent Messaging
Partnered with leadership to develop unified messaging linking every initiative to the evolving AI vision.
Thought Leadership
Secured columns for CEO Scott Cannon in high-impact business, engineering, and tech publications.
Milestone Support
Supported partnerships, leadership appointments, and network announcements as credibility milestones.
Execution
- Built a sustained media cadence focused on technology, efficiency, and modernization.
- Partnered with leadership to align all messaging to the AI narrative.
- Secured thought-leadership columns for CEO Scott Cannon in major outlets.
- Supported critical partnership and leadership appointment announcements.
- Developed messaging for a major speaking engagement that reinforced BigRentz’s AI positioning.
- Timed the Fortune exclusive for SiteStack’s launch once the market was ready.
Results & Media Impact
BigRentz’s transformation into an AI-driven leader in construction technology
BigRentz emerged as a technology innovator, not just an equipment rental marketplace. The Fortune feature validated the firm’s transformation, while multiple industry awards reinforced its leadership in the AI-driven construction sector.
Media Coverage
Fortune, Engineering News-Record, Commercial Observer, Rental Management, International Rental News, and multiple top podcasts.
Awards
BuiltWorlds Top 50, Construction Executive, Facilities Management, and others.
Takeaway
Vision takes time. By building a year-long runway of credibility — and defining how the company spoke about innovation — the SiteStack launch became proof of a company-wide transformation already underway.
