The Deconstruction Podcast

Most contractors say they want to “scale”… but the real question is: how do you grow without sacrificing craftsmanship, quality, and your name? In this episode, we sit down with Ian MacFayden, co-owner of Hummingbird Hill Homes (luxury custom home builder in the GTA/Muskoka) and co-founder of Project Network—a professional platform built to help trades hire better, connect faster, and verify real work.

Ian breaks down what it actually takes to deliver true luxury construction: the obsession with details, why “cheapest price” is a race to the bottom, and how the best builders scale by hiring top talent and building the systems that protect quality. We also get into client selection, white-glove service, and why relationships (architects, designers, great subs) beat “more leads” every time.

Then we dive into Project Network (Project with a “K”)—a “LinkedIn for construction” concept built for real utility, not social media. Think portfolios, verified collaborations, and smarter connections between contractors, subcontractors, and tradespeople so hiring isn’t just a stack of identical resumes.

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Chapters / Timestamps (5–8 sections)

00:00 – Contractor review: “Simple, no filler, best bang for buck”
01:02 – Meet Ian: Hummingbird Hill Homes + Project Network
03:00 – Craftsmanship > scale in luxury custom home building
06:10 – Ian’s story: from office life to Red Seal carpenter
09:10 – Scaling to a real business: hiring A-players + structure
17:50 – Ideal clients, pricing, and avoiding nickel-and-dime jobs
30:40 – Project Network: verified portfolios + collaboration model
51:10 – Systems, processes, and stepping away from the tools
01:07:10 – Breaking into high-end markets (architect/designer driven)
01:09:15 – Billboard advice + wrap