Chips are the new oil. And that's not just a catchy line, it's the lens through which national security, supply chain strategy, and trillion-dollar investments are being made right now. With a hundred-plus fabs going up globally and the industry sprinting toward a trillion dollars by 2032, the semiconductor boom isn't coming. It's here.

This episode comes to you from SEMICON West 2025 in Phoenix, with guests joining from HARTING Technology Group and Rockwell Automation. Jeffrey Miller and Danielle Collins kick things off with a semiconductor primer for folks who aren't living and breathing this space every day. Danielle's been in the industry since her first SEMICON in 1999, seen the shift from 200 to 300-millimeter wafers, and watched manufacturing go local while R&D went global.

Anuj Mahendru joins Chris on the show floor to dig into the challenges facing legacy and digital fabs, from worker productivity and material movement challenges to why copy exact is finally loosening its grip on this industry. This is part one of a two-part semiconductor series, so stay tuned for the bonus episode dropping right after this one.

In this episode, find out:

• Why chips have become a national security priority on par with oil
• What's driving the trillion-dollar march toward 2032
• How legacy fabs are solving material movement problems they didn’t planned for
• Why the semiconductor industry was doing AI long before it was a buzzword
• What equipment manufacturers mean by "do more with less"
• Why copy exact is starting to crack post-COVID
• How sustainability shifted from compliance checkbox to business imperative
• What it takes to become a trusted partner in an industry that's famously risk-averse

Enjoying the show? Please leave us a review here. Even one sentence helps. It’s feedback from Manufacturing All-Stars like you that keeps us going!

Tweetable Quotes:

• “Manufacturing is being localized, while R&D is being globalized. R&D has moved from being concentrated in Northern California and the Boston area to regions like India, Asia and Japan.” - Danielle Collins
• “The semiconductor industry is defined by data economics, and it’s the currency of conversations. Successful partners that will lead the way will be companies who can speak the language of operational data.” - Jeffrey Miller
• “Before semiconductor and chips, it was oil. Now chips have become the new oil. After and during COVID, the world came to the realization that there needs to be resiliency of the supply chain. From a geopolitical standpoint people see semiconductors at the front end of national security and self-sufficiency.” - Anuj Mahendru

Links & mentions:

• HARTING Technology Group, a leading global provider of industrial connectivity solutions enabling the transmission of data, signal, and power across sectors including transportation, electromobility, renewable energy, automation, and mechanical engineering.
• Rockwell Automation, a global leader in industrial automation and digital transformation, delivering innovative hardware and software solutions through its recognized Allen-Bradley® and Rockwell Software® brands.
• SEMICON West, North America’s premier microelectronics exhibition, brought industry leaders, startups, and researchers together in Phoenix on October 7-9 2025, to drive collaboration, knowledge exchange, workforce development, and long-term investment, with future events planned for

In this episode, Chris sits down with Troy Ellison of Cloacina to talk about what it takes to build infrastructure that works in the real world, not just on paper. Troy explains what membrane bioreactors (MBRs) are in a way that you and I can understand, then pulls back the curtain on why so many systems fail the people who have to run them.

A big theme here is end-user experience. Troy makes the case that operators have been ignored for too long, and that designing systems around spreadsheets instead of humans is why so many projects struggle.

We also get into scaling a manufacturing business, what it’s really like growing from a handful of people to well over a hundred, and the highs and lows of being in business with your family.

If you’re building something meant to last, whether that’s equipment, a team, or a company, there’s a lot in here worth sitting with.

In this episode, find out:

• What an MBR (membrane bioreactor) is, and why it’s become Cloacina’s core focus.
• Why Troy compares wastewater systems to race cars, and what happens when operators are handed something poorly designed.
• How prioritizing the operator changes everything from layout to long-term performance.
• What scaling a manufacturing business looks like when you’re buying equipment, hiring people, and fixing problems nonstop.
• Why Cloacina stopped listening to voices that slowed progress and focused on building the right team.
• How taking on single-point responsibility removes friction instead of adding risk.
• Where Troy sees the future of MBRs heading.

Enjoying the show? Please leave us a review here. Even one sentence helps. It’s feedback from Manufacturing All-Stars like you that keeps us going!

Tweetable Quotes:

• “The Cloacina difference is the end user experience. We're hyper focused on that. It's all we care about at the end of the day.”
• “We were essentially building the airplane as it was on fire and falling out of the sky for many, many years.”
• “We are on a relentless pursuit for the perfect MBR. But the reason it's relentless is we will never get there; we will never achieve perfection. Perfection is the process, it's not a destination.”

Links & mentions:

• Cloacina - Troy Ellison’s company, focused on membrane bioreactor (MBR) wastewater treatment systems
• Cloacina Rentals - Rental MBRs for immediate wastewater treatment solutions
• Membrane Bioreactors (MBRs) - The core wastewater technology discussed throughout the episode
• Extreme Ownership - Leadership principle referenced (popularized by Jocko Willink)
• Jocko’s - The local bar that Troy references

Make sure to visit http://manufacturinghappyhour.com for detailed show notes and a full list of resources mentioned in this episode. Stay Innovative, Stay Thirsty.

Mentioned in this episode:

Industrial Marketing Summit 2026

Industrial robots on a factory floor can be difficult, to say the least. Industrial robots on a concert stage, in front of 20,000 people, on a two-minute setup clock are a whole different challenge.

In this episode, we talk with Andy Flesser - computer animator turned “robot animator,” whose work has helped bring robotics into live entertainment and film - about what that kind of pressure does to how you think about automation. Why preparation starts way earlier than most teams realize. And why some of the best lessons for manufacturing come from places that don’t look like factories at all.

We also get into where Andy thinks robotics actually makes sense, where it probably doesn’t, and why the future of robots might be less about machines walking around and more about environments doing work around us.

If you’ve ever operated an automated system and felt that knot in your stomach when something didn’t behave the way you expected, you’ll recognize a lot of what he’s talking about here.

In this episode, find out:

1. How Andy went from animation into robotics, and why early robot programming felt more like deciphering a code than writing software
2. What it was like putting robots on tour with Bon Jovi, and why live entertainment turned out to be one of the toughest automation environments imaginable
3. Why a robot failing on a concert stage creates a very different kind of pressure than a robot failing behind factory walls
4. What really happens on a movie set when robotics are involved (including Black Adam), and why even “small” changes still need serious testing
5. Why Andy sees huge potential for robotics in medical applications, especially in areas most people don’t talk about
6. A take on the future of robotics that skips the humanoids and focuses on buildings, rooms, and systems doing the work instead
7. How entertainment can be a surprisingly effective way to pull people into robotics and automation careers

Enjoying the show? Please leave us a review here. Even one sentence helps. It’s feedback from Manufacturing All-Stars like you that keeps us going!

Tweetable Quotes:

1. “Every single show, every inch, every second of time is so expensive. When something goes wrong, it’s happening right in front of everybody.”
2. “All the research and development in the world doesn’t exist unless you actually have sales.”
3. “I think the future isn’t robots walking around your house. I think the house will be the robot and you’ll be inside of it.”

Links & mentions:

1. andyRobot / Robotic Arts – Andy’s website and studio, where industrial robots get repurposed for live shows, touring, and film
2. Robot Animator – The software Andy built to let...