Building Better with Brandon Bartneck

Welding isn’t just sparks and heat—it’s an essential (and often misunderstood) part of modern manufacturing. In this conversation, Ami Spira, General Manager of Civan Lasers USA, joins me to talk about the state of the art in welding technology and why laser welding is making such a big impact.We cover how different welding methods work, what makes laser welding unique, and why Civan’s dynamic beam shaping enables new capabilities that weren’t possible before. We also dig into the engineering behind keyhole formation, melt pool control, and how to join dissimilar materials like aluminum and copper without compromising strength or conductivity. If you're designing or building physical products, there's a lot to take away here.This isn’t surface-level talk. It’s a deep dive into the physics, materials science, and decision-making that go into modern manufacturing—and the cool engineering work that’s pushing it forward.About AmiAmi Spira is the General Manager of Civan Lasers USA. He’s been with the company for over seven years, previously leading marketing and business development efforts before taking on the US leadership role in early 2024. Ami’s background spans B2B photonics, law, and business, but what stands out is how clearly he understands both the technical and strategic side of building something meaningful.About Civan LasersCivan Lasers is pioneering Dynamic Beam Laser (DBL) technology, making it possible to weld thick and complex materials with speed, precision, and control. Their high-power, single-mode lasers with programmable beam shaping are enabling new possibilities in manufacturing, from automotive to aerospace to additive.WebsiteLinkedInKey TakeawaysTraditional welding methods (like arc welding and MIG/TIG) are still widely used, but they have limitations in precision and speed.Laser welding uses a highly concentrated stream of photons to deliver fast, precise joins with minimal heat-affected zones.Dynamic beam shaping allows engineers to tailor the weld geometry, reduce defects, and join dissimilar or difficult materials.Laser welding is unlocking new possibilities for materials like high-strength aluminum, diecast alloys, and copper-aluminum connections.The ability to control the melt pool and keyhole in real-time is critical for quality and repeatability.Manufacturing and design go hand-in-hand. Engineers who understand welding limitations can design better, more efficient parts.Advances in automation and AI are reshaping how welding processes are developed, optimized, and executed.Real innovation doesn’t just happen in new product design—it’s alive and well in how we build things, too.ChaptersIntro to Laser Welding and Civan's RoleWelding Basics: Arc, Friction, and LaserChallenges of Material Properties and Dissimilar JoinsWhat Makes Dynamic Beam Shaping UniqueHow Lasers Penetrate Thick Sections with PrecisionDesign for Manufacturing: Why Welding Considerations MatterDiecasting, AI, and What’s Next for Welding InnovationReflections on the Role of Engineering in Building the Future

What’s the point of innovation?In this solo episode, Brandon Bartneck reflects on what innovation actually means—and why the version we celebrate most (flashy tech, hype cycles, moonshots) often misses the point. Drawing from personal experience at Boeing, Bose, and multiple advanced tech sectors, Brandon shares why he’s now more energized leading engineering at a spring company than he’s ever been before.This isn’t innovation theater. It’s real work, with real people, solving hard problems that actually matter.Brandon breaks down his first-principles approach to innovation:• Make things better for people, especially operators• Advance the manufacturing ecosystem, particularly in overlooked small/mid-sized companies• Contribute to long-term economic value through a sustainable moatAlong the way, he explores the difference between adding technology vs. creating value, why simple gravity-fed solutions might beat flashy automation, and what real engineering fulfillment looks like in practice.This is a grounded, honest take on innovation from someone who’s lived both ends of the spectrum—and now knows exactly where the magic really is.Key Takeaways:Innovation isn’t about headlines or hype. It’s about solving meaningful problems.True innovation starts with knowing what you're optimizing for.Real-world engineering constraints sharpen creativity and impact.Flashy tech can be a distraction. Simpler, thoughtful solutions often win.Innovation should create value for people, companies, and communities—not just press releases.There’s deep fulfillment in solving problems others overlook.Links & Resources:More episodesConnect with BrandonListen on Apple PodcastsListen on Spotify

Big innovation doesn’t always mean big headlines. Sometimes it looks like improving how 5.5 million students get to school every day.In this episode of Building Better, Brandon Bartneck talks with Sean McCormack, Chief Information Officer at First Student. They dive into the challenges of routing 45,000 school buses, the role of AI and EVs in improving safety and sustainability, and why “user-centric design” means something very different when your user is a bus driver in the dark at 6am.Sean brings a refreshing perspective on product development and leadership. He talks about real-world agile development—not the buzzword version—and what it means to test, learn, and iterate when people’s lives are at stake. They also explore the difference between flashy products and meaningful work, and how the most rewarding engineering problems often live in overlooked corners of our world.About Sean McCormackSean McCormack is CIO at First Student, where he leads digital strategy, technical operations, and innovation. Prior to joining First Student, he served as VP of Engineering at W.W. Grainger and CTO at Harley-Davidson, where he launched connected vehicle programs and led product innovation. His background spans enterprise architecture, e-commerce, and systems integration across global organizations.About First StudentFirst Student is the leading provider of K–12 transportation in North America. Every day, they help 5.5 million students get to school safely across 45,000 buses. Recognized as one of Fast Company’s 2025 Most Innovative Companies, First Student delivers a wide range of services including special needs transportation, route optimization, EV transition, fleet maintenance, and more.Key TakeawaysSafety—not efficiency—is the top priority in school transportationTechnology like AI cameras and EVs are improving both safety and cost long termAgile development and real-world testing are essential for effective product developmentListening to end users—especially drivers—is critical for designing tools that actually workThere’s massive opportunity in solving “unsexy” problems that others overlookLinks & ResourcesLearn more: firststudentinc.comFollow First Student: LinkedInShow Notes: brandonbartneck.com/buildingbetter/seanmccormackListen & SubscribeApple PodcastsSpotify

In this solo episode, Brandon Bartnick explores the messy reality behind transparency and authenticity in leadership. These are buzzwords in many settings, but the day-to-day application is far more complex.Drawing from recent experiences in a manufacturing and audit context, Brandon reflects on:Why total transparency isn’t always helpfulThe risks of encouraging issue-raising without accountabilityThe challenge of threading the needle between honest communication and effective executionHow well-intentioned leadership behaviors can unintentionally undermine the culture we’re trying to buildThis episode is a reflection—not a conclusion. Brandon shares how he’s thinking about this tension in his current role, and how he’s trying to lead teams with both integrity and pragmatism.About Building Better:Building Better with Brandon Bartnick focuses on the people, products, and companies creating a better tomorrow, often in the transportation and manufacturing sectors. Previously called the Future of Mobility podcast, the show features real, human conversations exploring what leaders and innovators are doing, why and how they’re doing it, and what we can learn from their experiences. Topics include manufacturing, production, assembly, autonomous driving, electric vehicles, hydrogen and fuel cells, leadership, and more.Key Themes:“Bad news first” only works if people feel safe telling the truthA culture of transparency can easily tip into unproductive complaint cyclesDiscernment is key: not all problems are worth escalating, but some absolutely areHow language and tone shape trustWhat it means to model transparency as a leader without slowing down executionShow Notes:brandonbartneck.com/buildingbetter/258Listen to the Episode:Apple PodcastsSpotify

Electric bikes are more than a trend—they’re a key part of a more sustainable, accessible, and human transportation ecosystem. But the market is still early, and big challenges stand in the way: trust, affordability, infrastructure, and shifting consumer behavior.In this episode, Brandon Bartneck talks with Marta Anadón, Head of US at Upway, the leading global platform for refurbished e-bikes. Marta shares her insights from building operations and logistics at Uber Eats, and how she’s now bringing that experience to help Upway grow in the US. The conversation covers what’s working, what’s not, and what it really takes to scale micromobility in a car-centric country.They discuss consumer mindsets, the importance of ownership and trust in the secondhand market, and why e-bikes might hold the key to more livable, efficient cities.About Marta Anadón:Marta Anadón Rosinach is Head of US at Upway. She previously led Uber Eats across Europe and the US, bringing deep experience in operations, logistics, and marketplace growth. Marta holds degrees in Civil Engineering from Universitat Politècnica de Catalunya and in Management from HEC Paris. She’s passionate about the circular economy and the role of micromobility in building better cities.About Upway:Upway is the global leader in refurbished e-bikes. Operating in eight countries, Upway offers high-quality e-bikes from 200+ top brands—certified by professional mechanics and backed by a one-year warranty. Their mission: make sustainable mobility accessible to everyone. With a growing US presence, Upway is redefining how people move, how products are reused, and how cities adapt.Key Takeaways:E-bikes are an essential piece of the sustainable mobility puzzle.The US market is still developing—but interest is growing.Upway is solving for trust by owning inventory and certifying quality.Safety and infrastructure are still holding many people back.Most buyers are in the 35–50 age range, and increasingly in suburban areas.Partnerships with local bike shops expand service and support.Affordability is a key unlock—Upway prices are often ~60% of retail.Marta’s leadership playbook emphasizes simplicity, speed, and staying close to the user.Sound Bites:"Our prices can be up to 60% of retail.""We guarantee the products that we sell.""The average age is probably around 35 to 50."Links & Resources:Learn more about Upway: upway.coExplore AmbiSort: Upway US KTLA FeatureFollow Upway on LinkedIn: LinkedIn PageConnect with Marta Anadón: Marta on LinkedInShow Notes: brandonbartneck.com/buildingbetter/martaanadonConnect with Building Better:Listen on Apple PodcastsListen on Spotify

In this solo episode, Brandon unpacks a powerful idea that keeps surfacing in his work and personal life: we can’t solve problems we don’t understand. And we can’t understand problems until we stop speaking in generalities and start getting specific.The spark came from a bedtime story with his son—What Do You Do With a Problem? by Kobi Yamada—but the insight goes much deeper. Avoiding the problem makes it grow. Facing it, defining it, and breaking it down is what opens the door to real solutions.Brandon explores how this principle shows up in manufacturing, leadership, strategy, communication, and day-to-day execution. From root cause analysis to structured methods like PDCA and A3, it all comes down to one thing: clear thinking.About Building Better:Building Better with Brandon Bartneck focuses on the people, products, and companies creating a better tomorrow, often in the transportation and manufacturing sectors. The show features real, human conversations exploring what leaders and innovators are doing, why and how they’re doing it, and what we can learn from their experiences.Key Themes:You can’t solve what you don’t understandSpecifics matter more than abstractions when it comes to problem definitionAmbiguity creates unnecessary complexity and anxietySystematic frameworks only work when grounded in clear thinkingManufacturing lessons apply across leadership, strategy, and operationsShow Notes:brandonbartneck.com/buildingbetter/256Listen to the Episode:Apple PodcastsSpotify

In the world of logistics, automation is no longer a future concept—it’s happening now. But rolling out robotics in high-volume warehouse environments isn’t as simple as plugging in a machine and walking away.In this episode of Building Better, Brandon sits down with Jim Liefer, CEO of Ambi Robotics, to talk about what it actually takes to build and deploy robotics solutions that work at scale. With more than 35 years of operational leadership experience at companies like UPS, Walmart, and Kindred AI, Jim brings a pragmatic lens to the promise and complexity of AI-driven automation.They dig into the challenges of stacking, sorting, labor dynamics, and change management—and what it looks like to lead with humility while driving real impact.About Jim Liefer:Jim is the CEO of Ambi Robotics, where he’s responsible for leading the company’s vision and operations. He previously served as CEO of Kindred AI, COO of One Kings Lane, VP of Operations at Walmart.com, and VP of Technology at UPS. Throughout his career, Jim has focused on scaling systems, reducing cost-to-serve, and empowering frontline teams with better tools and processes.About Ambi Robotics:Ambi Robotics is an AI and robotics company developing advanced automation systems for ecommerce and logistics. The company’s solutions—including AmbiSort and AmbiStack—leverage simulation-to-reality (Sim2Real) technology and advanced AI foundation models to perform high-speed sorting and stacking in warehouse environments. Founded in 2018 and based in Berkeley, California, Ambi Robotics helps customers scale fulfillment operations while empowering human workers.About Building Better:Building Better with Brandon Bartnick focuses on the people, products, and companies creating a better tomorrow, often in the transportation and manufacturing sectors. The show features real conversations about what leaders are doing, why and how they’re doing it, and what we can learn from their experiences.Key Takeaways:Ambi Robotics is solving real-world logistics challenges with robotics that work at scaleTrust and change management are essential to successful automation rolloutsAutomation isn’t about replacing humans—it’s about removing repetitive tasks and letting people focus on higher value workAI and machine learning enable robots to adapt to dynamic warehouse environmentsSustainable success depends on low cost to serve and solving specific problemsLinks & Resources:Company Website: ambirobotics.comAmbiSort: ambirobotics.com/ambisort-a-seriesAmbiStack: ambirobotics.com/ambistackLinkedIn: Ambi RoboticsShow Notes: brandonbartneck.com/buildingbetter/jimlieferListen to the Episode:Apple PodcastsSpotify

Strategic planning too often becomes an annual ritual that loses meaning as soon as the binders hit the shelf. Mark Reich is on a mission to change that.In this episode of Building Better, Brandon Bartneck sits down with Mark Reich, author of Managing on Purpose and one of the foremost experts on hoshin kanri—a strategy deployment system rooted in the Toyota Production System.Drawing on decades of leadership experience at Toyota and the Lean Enterprise Institute, Mark shares what it takes to build alignment, lead with intention, and empower your team to solve real problems. This conversation is for anyone trying to lead with clarity and drive sustainable change—especially in complex manufacturing and industrial environments.Whether you’re new to lean or have been practicing for decades, you’ll walk away with powerful ideas and practical insights.About Mark Reich:Mark Reich spent 23 years at Toyota, including time in Japan and leading hoshin kanri for North America during a decade of major growth. As a senior coach and chief engineer at the Lean Enterprise Institute, Mark has worked with leaders across industries to implement lean thinking, solve real-world problems, and lead with purpose. He is the author of Managing on Purpose, a practical workbook designed to help organizations implement hoshin kanri and build stronger leadership systems.About Managing on Purpose:Published by the Lean Enterprise Institute, Managing on Purpose is a hands-on workbook for leaders seeking to align strategy with daily operations through hoshin kanri. The book includes real-world examples and a fictional case study from TrueMowers to help readers apply these principles in their own work.→ Buy the BookAbout Building Better:Building Better with Brandon Bartneck focuses on the people, products, and companies creating a better tomorrow, often in the transportation and manufacturing sectors. The show features real conversations about what leaders are doing, why and how they’re doing it, and what we can learn from their experiences.Key Takeaways:Hoshin kanri is a practical system for turning strategy into actionEffective leaders align their organizations around a shared purposeStructured problem-solving is essential to improvementEngaging employees is key to sustainable successStarting small—with a model cell—can drive meaningful changeLinks & Resources:Learn more about Managing on Purpose: Lean Enterprise InstituteBuy the book: Managing on PurposeConnect with Mark Reich: LinkedInShow Notes: brandonbartneck.com/buildingbetter/markreichListen to the Episode:Apple PodcastsSpotify

In this solo episode of Building Better, host Brandon Bartneck reflects on the first quarter of 2025. Drawing from recent episodes and his own evolving role leading engineering at PJ Wallbank Springs, Brandon shares the four themes that defined Q1: intentional innovation, operational leadership, learning and growth, and strategic problem-solving.This quarter marked a shift in the show’s tone—toward practicality, execution, and leading where the rubber meets the road. Whether you're growing a hardware business, managing complex systems, or trying to lead more effectively, this episode offers real-world insights from the front lines.About Building Better:Building Better with Brandon Bartneck focuses on the people, products, and companies creating a better tomorrow, often in the transportation and manufacturing sectors. Previously called the Future of Mobility podcast, the show features real, human conversations exploring what leaders and innovators are doing, why and how they’re doing it, and what we can learn from their experiences. Topics include manufacturing, production, assembly, autonomous driving, electric vehicles, hydrogen and fuel cells, leadership, and more.Key Themes from Q1 2025:Intentionality in Innovation – Featuring lessons from guests like Ross Blum (Skyline Robotics), Tony Kinsman (Polaris), Xiaodi Hou (Bot Auto), Casey Freeburg (Orbis), and the FlexGen teamOperational Leadership – How leaders like Trevor Blondeel, Casey Freeburg, Tony Kinsman, and Xiaodi Hou are building real impact through thoughtful executionLearning and Personal Growth – Insights from Brandon’s solo episodes on self-learning and doing hard thingsStrategic Problem Solving – Highlighting Felix Leach and Nick Molden’s data-driven approach to vehicle sustainability as a standout example of practical, high-leverage thinkingLinks & Resources:Show Notes: brandonbartneck.com/buildingbetter/q1reflectionConnect with Brandon on LinkedIn: Brandon BartneckConnect with Building Better:Listen on Apple PodcastsListen on Spotify

Autonomous trucking has long promised a more efficient, scalable future for freight. But making it real requires more than bold ideas—it takes precision, discipline, and a deep understanding of operations.In this episode of Building Better, Brandon Bartneck talks with Dr. Xiaodi Hou, founder and CEO of Bot Auto. They explore how Bot Auto is approaching Level 4 autonomous driving, the importance of cost per mile as a success metric, and what it means to build a lean, high-performing team in a complex industry.Xiaodi shares how his leadership style has evolved, why collaboration is more powerful than competition, and why being realistic—and still optimistic—matters more than hype.About Building Better:Building Better with Brandon Bartneck focuses on the people, products, and companies creating a better tomorrow, often in the transportation and manufacturing sectors. Previously called the Future of Mobility podcast, the show features real, human conversations exploring what leaders and innovators are doing, why and how they’re doing it, and what we can learn from their experiences. Topics include manufacturing, production, assembly, autonomous driving, electric vehicles, hydrogen and fuel cells, leadership, and more.About Bot Auto:Bot Auto is a Level 4 autonomous trucking company offering Transportation as a Service (TaaS) through its AI-driven autonomous truck fleet. Founded by Dr. Xiaodi Hou, Bot Auto combines visionary leadership, top-tier engineering talent, and industry expertise to revolutionize the transportation industry. Headquartered in Houston, Texas, the company aims to create lasting impact by expanding transportation capacity, integrating with existing freight networks, and addressing the driver shortage while minimizing disruption.About Xiaodi Hou:Dr. Xiaodi Hou is the Founder and CEO of Bot Auto, and an internationally recognized expert in autonomous vehicles, artificial intelligence, machine learning, and computer vision. He holds a Ph.D. in Computation and Neural Systems from Caltech and a Bachelor's in Computer Science from Shanghai Jiao Tong University. Before founding Bot Auto, he co-founded TuSimple and served as CTO and CEO. His work has been featured in Wired, Forbes, and TechCrunch, and he has spoken at events such as Web Summit and Nvidia’s GTC.Key Takeaways:Bot Auto is building for long-term success in autonomous trucking, not short-term hypeCost per mile (CPM) is a better metric than miles per intervention (MPI)Operational execution is critical for scalable autonomyThe tech ecosystem is maturing, but real-world integration still requires nuanceA small, agile team with deep focus can outperform a larger oneIndustry collaboration builds trust and accelerates progressPublic perception and trust are just as important as technical progressChapters:Introduction to Bot Auto and Autonomous TruckingThe Vision Behind Bot AutoUnderstanding the Ecosystem and TechnologyOperational Challenges in Autonomous DrivingOrganizational Structure and Team DynamicsCost Per Mile vs. Miles Per InterventionLeadership Evolution and Industry PerspectiveThe Future of Autonomous DrivingLinks & Resources:Learn more about BOT Auto: Company WebsiteConnect with Xiaodi Hou: LinkedInShow Notes: brandonbartneck.com/buildingbetter/xiaodihouConnect with Building Better:Apple PodcastsSpotifyGoogle Podcasts