What does it take to lead massive business transformations in automation and robotics? On this episode of Shift and Thrive, Natalie sits down with Craig Ulrich, CEO of Acieta and a veteran leader in industrial automation with more than 30 years of experience. From scaling warehouse automation from a few million to $80M in revenue to guiding major transformations at companies like Amazon and General Motors, Craig has seen firsthand what it takes to succeed in high-stakes industries.

Key Takeaways:

• When expanding into a new market, rely on data over gut instinct. Research trends and customer needs to build credibility and position your business for growth.
• Don’t be afraid to enter industries where you lack direct experience. Hire the right people and prove yourself through small wins that build trust over time.
• Embrace servant leadership by putting your team’s success before your own. When your people thrive, the organization thrives.
• Face challenges head-on rather than avoiding them. Tackling the hardest problems early creates momentum and builds confidence.
• Use AI to eliminate repetitive work and accelerate innovation. Even small steps in adoption can improve efficiency and free your team to focus on higher-value tasks.
• Focus on doing your best work every day instead of chasing titles. Promotions and opportunities will naturally follow consistent excellence.

Quote of the Show:

• “As a leader, you can experience fear, but that doesn't mean you can avoid it–you’ll still need to go and fix whatever “it” is. You certainly want to understand all the pitfalls and then go and build plans for all the different scenarios that could happen.”

Links:

• LinkedIn: https://www.linkedin.com/in/craig-ulrich-212a2687/
• Website: https://www.acieta.com/

Ways to Tune In:

• Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb
• Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813
• Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change
• iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501
• Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797

This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency.