Don't Pave the Cow Path: Choosing What to Automate for Maximum ROI
- S1E3
- 53:09
- April 29th 2026
Most automation failures don't start with bad technology. They start with automating the wrong process.
Troy Donnelly has spent nearly three decades designing, implementing and operating automated systems - from an automated 3PL to leading Toyota's global autonomous vehicle strategy. In this episode, he shares how to identify which processes are actually worth automating, why redesigning operations before the robots arrive is non-negotiable, and how to avoid the "magic box" mentality that kills so many automation projects.
Listen to the full episode now to hear Troy's framework for choosing what to automate, his vendor selection red flags, and the phrase that sums up the most expensive mistake in the warehouse - "don't pave the cow path."
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The Automation Journey | A Podcast from Rocrich AGV Solutions
Mobile automation is messy. Brownfield constraints. Finance is pushing back on ROI. Safety sign-offs. Departments that need actually to work together. The Automation Journey cuts through the noise and helps you make decisions that stick.
Each episode tackles one fundamental question: Where do we even start? How do we build a business case that finance will believe? What does "safe by design" actually mean? How do we avoid vendor lock-in?
Hosted by Rocrich AGV Solutions, a team that has implemented automation in some of the toughest manufacturing and logistics environments, the show shares lessons from practitioners, safety leaders, and integration professionals who’ve been there.
The show is for operations and engineering leaders in manufacturing, logistics, food & beverage, and pharma - anyone who influences automation decisions, safety approvals, or budgets.
You'll get clear first steps, plain-English safety and standards guidance, integration playbooks, and credible ROI framing you can actually use, plus actionable tools and industry updates to keep your plans on track.