From clean trucks to hiring practices to diversification, Dwaine Ruckman likes to take a less conventional approach to business — a strategy that’s working just fine for his hydroexcavation company, DR Hydrovac, based in Strathmore, Alberta.“It’s just the way we roll,” says Ruckman of the strategies he uses to differentiate his company in the marketplace. “Doing things differently is a niche we’ve chosen to pursue. I’m not sure I can quantify how it’s helped us grow our business, but it definitely hasn’t hurt.”Running sparkling-clean hydroexcavating trucks is one of the company’s most visible differentiation tactics. “We roll down the road
