You probably don’t spend much time thinking about heavy construction machinery or how that industry works. It’s not exactly sexy or ‘cool’. But it’s often those very traditional industries that are ripe for disruption and ready for scale. CEO of iSeekplant, now Australia’s largest plant hire marketplace, Sally McPherson, joins us on the show to answer the big questions. How do you digitise an industry when you’re told “the internet isn’t real”? And why have so many failed at what the