Mastering the Machine with Frank Lamb | Strategies for Automation, Technology and Entrepreneurship

Fifteen years ago I was inspired by Chris Guillebeau (https://chrisguillebeau.com/) and accomplished some life goals over just a few years. One of his methods of working on multiple goals simultaneously is to do an annual review of the previous year and make plans for the next. It has been a while since I have done this, so I decided to do mine this year on my podcast.

TAKEAWAYS

The influence of Chris Guillebeau and the Annual Review (01:00 – 3:00)

In 2010 I bought Chris Guillebeau’s book “The Art of Non-Conformity”, which influenced me to accomplish a few bucket list items over the following couple of years. Every year he does an annual review, so I am using this in part to motivate myself.

My past year (03:20 – 19:00)

I did some things on purpose, and some other things just kind of happened. The year started well, but kind of got off track with acquiring a bunch of old equipment. I did take some fun trips and started this podcast, but didn’t accomplish many of the things I had planned on.

Next Year’s Goals: Marketing (19:00 – 20:40)

I have taken on a marketing intern and hope to do better with that aspect of my business this year.

My Calendar (20:40 – 22:40)

I can look back over the past 12 years and see the work I have done since 2012, this has been a useful tool.

More on the Roadmap and Marketing (22:40 – 32:20)

Successes and failures in goalsetting. Mixed results on extracurricular activities, some awesome trips but I am starting to feel my age. What are your goals for next year?

Links mentioned in this episode

Automation Consulting, LLC, www.automationllc.com, https://chrisguillebeau.com/ 

CONNECT WITH FRANK

Website:     https://www.automationllc.com    

Facebook:   @AutomationConsultingLlc/

LinkedIn:     @company/automation-consulting-llc

YouTube:     @automationllc 

How does a typical subcontracting job work in system integration? You have a scope of work and you are about to visit a plant for the first time, not knowing what to expect. Join me as I walk you through a trip to a fresh application.

TAKEAWAYS

Subcontracting to Patrick Bunn and BAC (01:00 – 3:20)

Patrick is a familiar face from a previous podcast. The Scope of Work (SOW) and an overview of the application.

Communications and other items on the SOW (3:20 – 6:00)

Fixing a communications issue and how previous experience with unknown applications at ABD helped provide confidence.

More on the process. How important is it to understand it? (6:00 – 12:10)

The hydrogen process and layout of the facility, reformers and the control systems. The purpose of the visit. Changes to the code, and information on the SCADA systems.

Mapping and documentation (12:10 – 13:20)

Why mapping and written documentation is important for both the customer and future integrators.

Leveraging what you know (15:00 – 20:00)

Where to start? The discovery process and organizing a plan. When you aren’t familiar with a plant, procedures and where things are, it’s important to start with what you already know. Some of the things that you need to know in system integration jobs, drawing on previous experiences.

You will not understand everything immediately! (20:00 – 26:30)

Learning on the fly. Again, documentation. Who to talk to and ask questions? Lesson learned on toggling pushbuttons. More on how to approach unfamiliar applications. Starting with the basics can lead to more complex design jobs.

Building trust, interfacing with customers. (26:30 – 30:15)

Some advice on working with new customers, making things reversible, asking questions.

Links mentioned in this episode

Automation Consulting, LLC, www.automationllc.com, https://www.bunnautomation.com/

CONNECT WITH FRANK

Website:     https://www.automationllc.com    

Facebook:   @AutomationConsultingLlc/

LinkedIn:     @company/automation-consulting-llc

YouTube:     @automationllc 

How does marketing work for industrial system integrators? Emily Merritt of Clearlead Marketing discusses the ins and outs of marketing for companies and service providers in industrial automation.

TAKEAWAYS

Current projects (01:00 – 2:10)

What Emily and Clearlead have been working on since OT SCADA CON this Summer

How Emily got started in marketing (2:30 – 8:40)

From technical writing and data analysis to the study of marketing in system integration. How  experiments form the marketing message. How she met her first system integrator client.

Service marketing (8:40 – 16:35)

The niche of industrial automation services. How does the initial message get created? Are potential customers responding to the message? How does marketing make sense for small companies? Booking appointments is different than creating a quality message.

Working with customers to create Linked In content (18:15 – 21:20)

Marketing requires effort from the customer. Some of the things that are required in creating a marketing campaign and message.

Newsletters and e-mail lists (21:20 - 28:00)

How to communicate with potential customers. Reuse of content, using AI. Should these be outsourced?

There’s no wrong way to market (28:15-31:30)

Try different methods, all methods have effects. Make sure you have a call to action!

How this podcast evolved and whether I should have a newsletter (31:30-35:00)

Emily’s advice on what to put in a newsletter. Is everything promotional and all content a marketing tool? Will it enhance the chances of making a sale? Is it good “bait”?

Links mentioned in this episode

Automation Consulting, LLC, www.automationllc.com, https://www.linkedin.com/in/emilymerritt-clearlead-marketing/, https://clearleadmarketing.com/, youtube.com/@Clearlead 

CONNECT WITH FRANK

Website:     https://www.automationllc.com    

Facebook:   @AutomationConsultingLlc/

LinkedIn:     @company/automation-consulting-llc

YouTube:     @automationllc 

What kind of products are used in Industrial Automation and manufacturing? Are computers used to control machines? Why are industrial components so expensive compared to commercial products? A look at some of the items used in manufacturing.

TAKEAWAYS

Controllers (01:00 – 7:20)

Types of controllers: PLC, DCS, process and microcontrollers, timers and counters, computers, even pneumatic!

Sensors (7:20 – 18:25)

What do industrial sensors detect? Photoelectrics, Inductive and capacitive proximity switches, limit switches, buttons and switches are examples of “discrete” sensors. Analog sensors, linear current and voltage, thermocouples are examples of analog sensors. Color detection, encoders and resolvers, machine vision are examples of sensors that don’t fall cleanly into analog and discrete categories.

Actuators (20:10 – 23:20)

Things that move, fluid power and motors. Servos and steppers. Indicators…

Actuator Controllers (23:20 – 29:20)

fluid power accessories, VFDs and other motor controls. 

Associated Devices (29:20-33:30)

Transformers, fuses and breakers, power supplies, wire distribution, relays, enclosures, wire, labels etc.

Software (33:30-34:20)

SCADA, CAD, programming, sizing

Machinery Types (34:20-37:50)

A few of the types of machines you might see in a typical factory, process control and utilities.

Links mentioned in this episode

Automation Consulting, LLC, www.automationllc.com

CONNECT WITH FRANK

Website:     https://www.automationllc.com    

Facebook:   @AutomationConsultingLlc/

LinkedIn:     @company/automation-consulting-llc

YouTube:     @automationllc 

Do you have experience in manufacturing or industrial automation? Have you ever thought of starting your own business? This episode is for you! 

TAKEAWAYS

Product Sales   (01:00 – 12:00)

Distributors, Manufacturers Reps and Online sales

Services (12:00 – 19:30)

Industrial electricians, panel fabrication, system integration, training and mechanical trades

Machines and Systems (21:10 – 29:40)

It can be difficult to organize small companies into categories

Marketing Methods (29:40 – 32:50)

Different ways of advertising and selling your product or service

Funding (32:50-36:00)

Different ways of funding your startup

Six Tips on Starting a Business (36:00-41:30)

Learn about business and your industry, start small, don’t borrow, network and other advice.

Links mentioned in this episode

Automation Consulting, LLC, www.automationllc.com

CONNECT WITH FRANK

Website:     https://www.automationllc.com    

Facebook:   @AutomationConsultingLlc/

LinkedIn:     @company/automation-consulting-llc

YouTube:     @automationllc 

This episode was extracted from an open Zoom webinar held in September, 2025. The topic included a list created for possible subcontracting. Please contact me at www.automationllc.com if you want to be included.

TAKEAWAYS

Workshop Business Model   (01:55 – 4:40)

How Automation Workshops work, large system integrators

What happens if projects aren’t bid? (4:40 – 6:00)

Some of the items that may come up for bid

About the list, categorizing integrators. (6:00 – 12:30)

It can be difficult to organize small companies into categories

Machine builders  (14:50 – 16:00)

Fabrication and machine builder resources

What should be private? (16:00-23:00)

Not everything should be made public

Qualifying and vetting (21:50-25:30)

How do you know a company has expertise in a field? Peer ratings and project resumes would be valuable. 

The value of a list (28:30-31:30)

What is the purpose of this list and how might it work?

Status of my stuff… (34:40-39:30)

I have lots of old PLC components to sell, contact me if interested!

Links mentioned in this episode

Automation Consulting, LLC, www.automationllc.com

CONNECT WITH FRANK

Website:     https://www.automationllc.com    

Facebook:   @AutomationConsultingLlc/

LinkedIn:     @company/automation-consulting-llc

YouTube:     @automationllc 

Patrick Bunn has had an inspiring career, moving from plant maintenance into system integration, taking on ever more advanced roles solving problems and designing process controls. Hear how he started his company by subcontracting and picking up new customers. 

TAKEAWAYS

How Pat got his start in technology    (01:10 – 3:10)

Patrick started his industrial automation journey as an intern at a railroad company in 2002

After graduation, Patrick worked at a steel plant for 9 years (3:15 – 5:00)

First job after college as an electrical technician.

Working at Revere and learning to develop systems (5:30 – 7:35)

Patrick moves into integration and design for 7 years.

Moving into Process Controls and DCS (7:40 – 8:50)

Moving on to Hargrove and Distributed Control Systems.

Contracting and Subcontracting (9:00-10:30)

Patrick builds a side business.

Networking is Everything (11:00-13:30)

Meeting customers and vendors through networking.

Vetting your Vendors, Organizations and Certifications (13:30-18:00)

Qualifications of subcontractors and the value of outside certifications or recommendations

Getting experience and Patrick’s future plans (20:00-23:40)

Discussion of customer needs, functional specs and more.

A bit on Rockwell PlantPax (23:40-29:00)

How PlantPax works in the Rockwell ecosystem, Honeywell DCS, more on starting out.

Links mentioned in this episode

Automation Consulting, LLC, www.bunnautomation.com

CONNECT WITH FRANK

Website:     https://www.automationllc.com    

Facebook:   @AutomationConsultingLlc/

LinkedIn:     @company/automation-consulting-llc

YouTube:     @automationllc 

Vlad Romanov has had an extensive career in industry from system integration in large companies to startups and entrepreneurship. He has built training platforms, created a successful podcast and now does digital transformation consulting. This episode provides tactical insights on automation-related business and serial entrepreneurship.

TAKEAWAYS

How Vlad got his start in technology    (01:00 – 2:10)

As a child Vlad learns hands-on electronics with his Dad.

Electrical Engineering (2:15 – 5:30)

How does engineering school really apply to your eventual career?

Working in Industry (5:30 – 16:30)

How Vlad gained experience at Mitsubishi, Proctor and Gamble and Kraft/Heinz

Creating PLC Videos  (16:30 – 18:50)

Vlad creates PLC training videos on the side, founding SolisPLC

Why Vlad pursued an MBA (20:00-23:00)

Vlad decides to learn more about the business side of industry

The Manufacturing Hub (23:45-28:50)

The Manufacturing Hub Podcast is created with Dave Griffith

What Vlad is doing now in Joltek (29:00-36:00)

Starting a Digital Transformation & Industrial Automation Consulting company

Other ways small integrators can get jobs (36:00-43:40)

Frank discusses a hypothetical small integration marketing model with Vlad, referrals and the dangers of subcontracting.

Are certifications valuable? (43:40-48:50)

Vlad expounds on the value of course and skill certifications

Links mentioned in this episode

Automation Consulting, LLC, www.solisplc.com, www.joltek.com,

CONNECT WITH FRANK

Website:     https://www.automationllc.com    

Facebook:   @AutomationConsultingLlc/

LinkedIn:     @company/automation-consulting-llc

YouTube:     @automationllc 

How does a successful online training and coaching company get started? Hear how Stephen learned to program PLCs and turned a side hustle into a full-time job!

TAKEAWAYS

Where Stephen learned his automation skills   (00:54 – 7:55)

Stephen’s journey through university and his early experience working with PLCs . 

The founding of myPLCtraining (8:10 – 17:10)

How a side hustle became a full-time job.

Stephen’s marketing methods and teamwork (17:20 – 18:45)

myPLCtraining organization evolution and marketing.

IACET Certification (20:30 – 24:30)

How does a training program get certified?

Coaching and the accelerated program (26:10-32:30)

Stephen goes beyond the recorded content into coaching and job assistance.

Other suggested PLC books and platforms (32:30-45:25)

Frank and Stephen discuss additional PLC resources.

Links mentioned in this episode

Automation Consulting, LLC, www.myplctraining.com

How to reach Stephen?

Linked In linkedin.com/in/stephen-gates-myplctraining, https://www.myplctraining.com/, [email protected], www.youtube.com/@myplctraining1238 

CONNECT WITH FRANK

Website:     https://www.automationllc.com    

Facebook:   @AutomationConsultingLlc/

LinkedIn:     @company/automation-consulting-llc

YouTube:     @automationllc 

Technical careers don’t always stem from an engineering background. Nikki Gonzales grew up working with embedded controllers and exposure to a startup mentality, going on to a career in technical sales, product management and the founding of Automation Ladies. 

*On August 18, 2025, only two days after this podcast was recorded, Nikki suffered the unexpected tragic loss of her husband, Nathan Gonzales. You can help Nikki by donating to mealtrain or gofundme at the links shown below.

https://www.mealtrain.com/trains/3y99e0

https://gofund.me/83222a97

TAKEAWAYS

An Automation Lady’s Path to Success    (01:50 – 26:00)

Nikki’s career path and training winds through technical sales, marketing and software startups. 

The Automation Ladies    (27:45 – 34:00)

How and why the Automation Ladies organization was started.

Linked In and Professional Networking (34:00 – 36:30)

The value of Linked In as a marketing and networking tool.

The Value of Trade Shows (36:30 – 39:30)

Are trade shows still relevant? In-person connections and hands-on experiences.

OT SCADA CON (40:45-52:30)

Where did the idea for this conference come from, how it has evolved and what it can become.

Links mentioned in this episode

Automation Consulting, LLC, automationladies.io and otscada.com

CONNECT WITH FRANK

Website:     https://www.automationllc.com    

Facebook:   @AutomationConsultingLlc/

LinkedIn:     @company/automation-consulting-llc

YouTube:     @automationllc