Automation is no longer a question of if – it’s a question of where it delivers the most value. In this podcast conversation with our partner Rocrich, Troy Donnelly, Managing Director of Automation with Storage Solutions, sits down with Colin Hutchings, Director of Solution Development at Rocrich, to tackle a question many organizations are grappling with today: Are you automating the right things?

Together, they discuss how to identify true operational bottlenecks, align automation investments with business objectives, and avoid common pitfalls that can limit long‑term success. From practical decision‑making to broader automation strategy, the conversation offers valuable insight for leaders looking to modernize thoughtfully and ensure technology is solving the right problems – not just adding complexity.