Barry Brunetto has made his career in information systems, and as a technology leader in the manufacturing industry, he is part of the so-called fourth industrial revolution, or Industry 4.0. The term, coined in 2011 at the Hanover Fair, refers to the computerization of industries such as manufacturing and the widespread adoption of the Internet of Things. Some experts believe the age of the “smart factory” is upon us and that the majority of manufacturers will have adopted interconnected machinery within the next five to ten years.
How these developments will ultimately shake out is still in question, which is why, at the start of this year, Brunetto launched 4thRevolution Consulting to help companies navigate these changes. He brings to the table seventeen years at Blount International, a manufacturer of forestry, lawn, and agriculture equipment. His work there gave him firsthand experience with the trends changing manufacturing.
Several aspects of the revolution interest Brunetto for the way they will impact the industry. One is the role of customization. Consumers don’t simply want a phone anymore—they want a device that makes calls, holds all of their favorite apps, is encased in their favorite logos, and remembers all of their personal details. The days of consumers buying a mass-produced product and using it as-is are slowly coming to an end. Brunetto references a recent article in the Wall Street Journal to offer McDonald’s as an example: millennials shun the franchise in favor of Chipotle, Panera, and Five Guys—all chains that market types and combinations of food that can be matched to each diner’s preferences.