Vertech’s Ryan Crownover explains how smaller project increments, user-focused design and agile methods can reduce MES project risk and deliver measurable ROI on digital plant initiatives.
Manufacturers are pouring millions into digital transformation, yet too many MES and industrial software projects still end in disappointment. According to Ryan Crownover, director of digital plant at Vertech, the reason is surprisingly simple: We keep treating industrial software like it’s a rare species instead of what it really is — software.
When people mythologize industrial software, they tend to overbuild it, overspend on it and overestimate their ability to get it right the first time.
Crownover spends his days helping manufacturers modernize their digital ecosystems by integrating manufacturing execution system software (MES), connecting legacy machines, deploying cloud analytics and untangling the patchwork of tools that most plants rely on. His message to manufacturers is to stop chasing monolithic, one-shot solutions and start acting like modern software teams.
“Software should never require a nine-month build before you know if it works,” Crownover said. “If you build something big, take it live all at once and hope it lands, you’ve already lost.”
What manufacturers really want from software
Whether a plant makes snacks, steel or semiconductors, Crownover sees three core motivations driving digital investments:
- To measure the current state so improvements can be quantified
- To meet regulatory requirements more reliably
- To boost operational performance by improving equipment efficiency or workforce productivity.
Ultimately, manufacturers want more boxes out the door and fewer surprises along the way. But even when the goals are clear, traditional implementation approaches often undermine progress. Too many projects start with exhaustive wish lists, overstuffed scopes and the belief that everything is a minimum viable product.
“One of the biggest challenges is convincing teams not to boil the ocean,” Crownover said. “Everyone wants full ERP integration, full equipment connectivity, full everything from Day 1. But that’s not how value is created.”
ROI is non-negotiable
Manufacturers need ROI projections before approving any digital initiative, and rightly so. But many MES projects still struggle to show value early enough to keep stakeholders aligned.
Crownover’s recommendation is to shrink the project into small, fast, provable slices. Instead of one massive go-live, aim for something meaningful — not everything — in six to eight weeks.
“Don’t spend nine months building a giant system and praying the go-live works,” he said. “Build a small thing that helps real users immediately. Then double down on it.”
The approach isn’t just about speed. It’s also about risk management. If you only move in small increments, you can only be wrong in small increments.
Aim small, miss small
There’s an old saying in sports: Aim small, miss small. Iterative development works the same way. Tightly scoped goals, delivered quickly, create a safer path to progress.
“We expect that we’re going to get some things wrong,” he noted. The key is limiting how wrong you can be. A two-week detour is manageable; a four-month detour is a disaster.
And because business priorities shift, incremental development allows teams to pivot without throwing away months of work or falling into sunk-cost traps. It creates a culture where corrections are normal, continuous and low risk.
Industrial software isn’t special
Crownover uses a striking analogy. Imagine a pilot’s iPad that handles flight workflows, from pre-flight checks to post-flight logs. It pulls data from sensors, guides the user step by step and streamlines repetitive tasks.
“That’s the same application an operator uses in a plant,” he said.
Different domain, same workflow structure. Once manufacturers accept that, they can start adopting proven mainstream software practices, such as UX research, persona development and frequent, incremental releases. The result is more usable systems and dramatically higher adoption.
“No one taught us how to use Airbnb or Instagram,” Crownover added. “We shouldn’t need training videos for a work order screen.”
Inside Vertech’s Momentum Method
To operationalize this thinking, Vertech created its “Momentum Method,” an agile framework built specifically for industrial software.
It begins with user research, mapping pain points and ranking them by business value and development effort. From there, an eight-week “momentum launch” delivers the first working slice of the system, followed by two-week iterative releases.
Each release delivers something tangible, such as reduced scrap, better reporting or a faster changeover. And each small win builds internal momentum and trust.
Crownover sees the cultural shift firsthand.
“It becomes addictive,” he said. “Every couple of weeks, you’re improving the operation. That catches fire.”
Vertech was recently named Control Engineering and Plant Engineering’s 2026 System Integrator of the Year award winner in the $20 million to $40 million in system integration revenue category.
The one piece of advice
When asked for his single best piece of advice for manufacturers beginning a digital plant journey, Crownover didn’t hesitate.
“Talk to the people on your plant floor. And listen to them. If there’s a common pain point, start there.”
Digital transformation isn’t about technology. It’s about clearing the friction that keeps good people from doing great work, and that’s something you can improve every few weeks.
The Ctrl+Alt+Mfg podcast
Make sure to check out the first few episodes of the Ctrl+Alt+Mfg podcast, where hosts Gary Cohen and Stephanie Neil discuss all aspects of digital transformation in modern manufacturing. Episode links below:
Episode 1: Gary Cohen and Stephanie Neil
Episode 2: John Lee, Matrix Technologies
Episode 3: Leah and Jeremy Dodson, Piqued Solutions
Episode 4: Alicia Lomas, Lomas Manufacturing
2026 System Integrator of the Year
To read more about Vertech or any of our other System Integrator of the Year award winners, click here.
