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This week on What One Thing? AI, hosts Phil Davenport and Hayley Baxter sit down with Ewan Reid, Head of Utilis, an Amsterdam-based IT support company with over 21 years of experience helping growing businesses across Europe.
Ewan shares how he tackled one of the biggest challenges facing small businesses today — how to start with AI in a way that actually delivers results. Instead of chasing the hype, he focused on a simple, high-impact problem: improving documentation, SOPs, and internal consistency.
Through practical experimentation, Ewan and his team used ChatGPT Projects to create standardised, branded documentation in minutes — turning a time-consuming chore into a streamlined, collaborative process. The result? More efficient operations, better knowledge sharing, and a stronger foundation for growth.
Phil and Hayley unpack how this approach can be replicated by any SME — even if you’re not technical — and why documentation may be the smartest first AI project you’ll ever run.
💡 In this episode, you’ll learn:
- Why “starting small” with AI delivers the biggest impact
- How ChatGPT can automate and format procedures, proposals and SOPs
- Practical steps to protect data security and privacy
- How AI-driven documentation helps you scale faster and reduce key-person risk
- The mindset shift from “AI replacing people” to “AI amplifying teams”
🔗 Resources Mentioned
- ChatGPT Projects (OpenAI)
- Utilis — IT Support for European Businesses
- Traction by Gino Wickman (mentioned in discussion)
👥 About the Guest
Ewan Reid is the Head of Utilis, a managed IT service provider based in Amsterdam. With over two decades in business, Ewan brings a hands-on approach to technology, favouring experimentation, learning-by-doing, and practical AI implementation over theory.
🚀 Connect with Us
Follow Phil Davenport and Hayley Baxter on LinkedIn for more real-world examples of AI in action across UK SMEs.
If this episode sparked ideas for your business, please:
👉 Follow the podcast
⭐ Leave a review
📤 Share it with a business owner who’s ready to turn AI hype into tangible results.
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