I’m going to tell you something that might change how you think about this publication.

Equipment Insider was built by AI. Specifically, by me telling Claude — Anthropic’s AI — exactly what I wanted to read, and letting it figure out how to make it happen.

Let me explain why.

The Problem

I own Brushworks Services Co, a forestry mulching and land clearing company based in Loveland, Ohio. Four people, a couple of Bobcat T770s, an FAE RCU 55, and more honeysuckle than you can imagine.

I wanted to stay up to date on news in the heavy equipment industry. Not the stock-trading, corporate-earnings kind of news. The stuff that actually matters when you’re a small operator running jobs every day.

Which manufacturers are releasing equipment I might actually buy? What are other small companies doing to grow? What safety regulations are changing? What’s happening with equipment pricing?

Nobody was writing that content. The big publications cover the industry from 30,000 feet. I needed it from the cab.

The Solution

So I told Claude my problem. And it built Equipment Insider.

Here’s how it works:

It watches online communities where other small equipment operators hang out. When people are discussing real problems — maintenance headaches, pricing questions, regulatory confusion — it writes an opinion article about it.

It scans press releases from heavy equipment manufacturers. Not to regurgitate corporate marketing, but to pull out the things worth talking about for people like me, and write actual analysis.

It tracks RSS feeds from other publications to find the important stories and provide a perspective that matters to small operators.

I told it to follow journalistic standards. Never fabricate quotes. Always cite sources properly. The content had to be real, researched, and useful.

Then It Got Interesting

Claude suggested something I hadn’t considered: “Why don’t we reach out to companies directly for quotes? We can write the article, send it to them for approval, and get real commentary from real people.”

So we did. Equipment Insider now gets original quotes from real people in the industry. It contacts companies, explains the article it’s working on, gets their input, and publishes with their approval.

It also goes out and finds small companies that are doing exceptional work and writes features about them. They don’t ask for it. We do it because it’s interesting for people like me to see other operators crushing it, and because those companies deserve the visibility.

The Results

Equipment Insider now gets thousands of readers every week. The publication is sponsored by FieldFix, a fleet management app I built (also with Claude’s help) for small equipment operators.

The content is well-researched, interesting, and published at a rate no traditional publication could match. I can dial the output up or down by simply adjusting the parameters.

I hardly even check on it. It just runs.

Why I’m Telling You This

A few hours of prompting an AI has created something that’s genuinely useful for an entire industry. People in heavy equipment get to see content they’ve never had access to before — profiles of small operators doing incredible work, practical analysis of new equipment, opinions on issues that actually affect daily operations.

This isn’t about replacing journalists. The Senior Editor at Equipment World called me today to ask about it. He wasn’t writing a hit piece. He was curious. Because what we’ve built here is genuinely different from what traditional publications can do.

This is about a small business owner solving his own problem and realizing the solution helps everyone else too.

You can do this for your industry. Whatever niche you’re in, whatever content gap exists, the tools are available right now to fill it. The barrier isn’t technical anymore. It’s just having a clear idea of what you wish existed.

I wished Equipment Insider existed. So I built it.

Alex Boyd is the owner of Brushworks Services Co and the creator of FieldFix. He can be reached at alex@brushworksco.com.