Skip to content
Lomond Logic

Technology That Makes Sense.

Journal London

Three Brands. One Digital Ecosystem.

Douglas McFarlaneJune 28, 2026

Connected by Purpose. Built for Growth.

Sometimes life forces you to pause.

Shortly after recording my last AI Unleashed podcast, I unexpectedly found myself in hospital and out of action for almost a month.

Recovery, followed by a holiday, gave me the opportunity to slow down, recalibrate and think differently. While my body recovered, my curiosity accelerated.

During the podcast, Dr Alberto Chierici shared a thought that stayed with me long after we’d finished recording. Alberto works with founders and solopreneurs navigating an AI-disrupted world, combining deep technical expertise with a humanities perspective. His belief is that our lived experience and our humanity will become our greatest competitive advantage.

That simple idea changed my perspective.

I stopped thinking about AI as a technology and started thinking about the relationship between people and AI.

Every day since, I’ve become more fascinated not only by what AI can do, but by how we interact with it. Our curiosity. Our emotions. Our judgement. Our logical analysis. Our reflections. Our persistence. AI isn’t simply producing answers. It’s changing the way we think, create and learn.

That curiosity became the catalyst for one of the most enjoyable technology projects I’ve undertaken in years.

Most of the work happened when the working day had finished. Evenings. Weekends. Burning the midnight oil. Over three weeks, I rebuilt the digital foundations of three businesses that represent the next chapter of my entrepreneurial journey.

Not by replacing people with AI, but by learning how to work alongside it.

Three Brands. One Vision.

The project centred around three brands.

Lomond Yachts already existed and provided the foundation.

Alongside it, I created Lomond Estates and Lomond Voyages, extending the vision beyond yacht brokerage into international real estate and curated luxury travel.

Although each brand has its own personality, audience and purpose, they’re designed to work together as one connected digital ecosystem.

The objective wasn’t simply to launch new websites.

It was to create a platform capable of growing for years to come.

Thinking Like an Architect

Throughout my career, I’ve learnt that successful technology is rarely about individual systems. It’s about creating strong foundations that allow multiple businesses to evolve together.

Rather than building three separate WordPress websites, ChatGPT helped me design a multisite architecture.

One shared platform.

One shared codebase.

Three unique brands.

Each business has its own identity, content and customer journey, while sharing common themes, reusable plugins and a consistent technical foundation.

When improvements are made, they can be deployed across the ecosystem rather than rebuilt multiple times.

It’s enterprise architecture applied to entrepreneurship.

The same thinking, scaled for a very different purpose.

Learning to Collaborate with AI

Like many people, I experimented with a number of AI assistants.

Each taught me something.

Manus was impressive in its autonomy, but I found it less interactive than I wanted.

Microsoft Copilot often felt slow, and longer conversations occasionally lost context.

Claude generated thoughtful responses, but WordPress was at the heart of what I wanted to build and I needed an approach that aligned with that technical journey.

Then Codex arrived.

That was the turning point.

Until then, I was experimenting with AI.

From that point onwards, I was collaborating with it.

ChatGPT became the partner for exploring ideas, questioning assumptions and shaping the overall vision. It challenged my thinking, refined the architecture and helped develop the content, branding and customer journeys.

Codex translated those conversations into elegant WordPress themes, reusable plugins and practical solutions.

That’s when the frustration disappeared and the enjoyment really began.

I wasn’t simply using AI anymore.

I was working alongside it.

More Than Three Websites

Over three weeks, almost every part of the ecosystem was rebuilt.

New themes.

Custom plugins.

Fresh content.

Integrated branding.

Cross-marketing between businesses.

Shared architecture.

The result isn’t simply three upgraded websites.

It’s a connected digital ecosystem where every brand strengthens the others.

Someone discovering a yacht may begin exploring overseas property.

A property investor may discover bespoke travel experiences.

Every customer journey becomes richer because the ecosystem works together.

The Human Side of AI

The biggest lesson wasn’t technical.

It was human.

AI doesn’t remove the need for experience.

It amplifies it.

The better our questions, the better the answers.

The clearer our thinking, the stronger the outcome.

The more curious we become, the more opportunities we uncover.

Perhaps that’s why Alberto’s observation stayed with me.

Understanding how people work with AI may become every bit as important as understanding AI itself.

Looking Ahead

People often describe retirement as slowing down.

I’ve never seen it that way.

After decades leading strategic technology and transformation programmes, I still enjoy building businesses, solving problems and learning.

The difference is that I’d like to change the view from the office.

Lomond Yachts, Lomond Estates and Lomond Voyages are the beginning of that next chapter.

They’re built on trusted relationships, informed advice and decades of experience, strengthened by technology rather than defined by it.

The Real Value of AI

AI isn’t just another workplace technology.

It’s becoming a life skill.

What we learn professionally informs what we build personally, and what we discover through personal curiosity often improves the way we work.

The two are complementary, and that’s where the real value lies.

Looking back, the greatest achievement wasn’t rebuilding three brands in three weeks.

It was discovering that decades of experience, combined with curiosity and the right AI partners, can create something far greater than the sum of its parts.

That’s the Lomond Logic.