Jan Madsen, founder of Enuda and Europe’s premier Ignition-only integrator, joins hosts Phil Seboa and Ed Fuentes to discuss system integration, successful project delivery, and workplace culture in industrial automation. This episode focuses on the role of Ignition, bridging operational and financial divides, and building teams for long-term success—crucial themes for automation professionals and business leaders.

Focusing on Ignition for Depth and Clarity

Jan Madsen emphasizes that Enuda’s commitment to specializing in Ignition as its sole platform allows for excellence and clear communication with clients. He explains, “It has to be Ignition only. So it has to be something where we don’t do any PLC coding, we don’t sell any hardware… This is Ignition only. And that comes out of having this extraordinarily laser-focused approach to things.” By narrowing their toolset, they ensure high skill levels among their team and can quickly deliver value to customers.

This approach lets potential clients know exactly what they offer and builds trust through transparency. Madsen highlights that Ignition’s open business model and flexibility closely align with Enuda’s philosophy and have been fundamental to their growth across Europe.

Bridging the Operations-Finance Divide

The episode shifts attention from the often-discussed OT-IT gap to a less recognized but significant challenge: connecting factory floor operations with the finance department. Madsen points out, “We focus on the wrong gap. I don’t think we should focus on the OT-IT gap. We should instead focus on the gap between, in a client organization, between finance… and the people on the factory floor. I don’t know what we should call that one—the finance-operations gap.”

He observes that technical teams sometimes struggle to communicate the true value of their work in financial terms, often leading to endless pilot projects and stalled progress. Successfully bridging this divide, as Madsen describes, involves clear demonstrations of value that resonate across departments—a lesson he illustrates with a client who, by showcasing Ignition on the factory floor to leadership, quickly generated buy-in and a backlog of improvement ideas.

Building a Successful Team and Culture

Madsen and his team intentionally cultivate a company culture that focuses on trust, transparency, and a commitment to continuous learning. “The culture is not something you create. It’s something you are.… We just tried our very best to create a place where there’s a lot of trust,” he shares. Enuda hires individuals who are passionate about coding and fresh perspectives—often from outside traditional automation backgrounds.

The company’s remote-first structure supports flexibility and attracts talent aligned with its ethos. Training centers on hands-on project experience and guided learning through resources like Inductive University, with internal initiatives such as the Inura Academy formalizing ongoing professional growth. This environment, Madsen asserts, allows innovation to flourish and ensures a high standard of project delivery.

Key Quote From The Episode

“We’ll focus on the things that do not change. And my claim is that that goes across the board…. You focus on getting really good at what you’re doing, and you try to say, let’s have a roadmap—a compass direction—instead of these five-year goals that will just sidetrack you somehow.” — Jan Madsen

Key Takeaways

• [00:07:07] Specializing exclusively in Ignition enables expertise, clear messaging, and strong client relationships.
• [00:12:28] The most pressing gap in industrial projects is often between finance and operations—demonstrating value to both sides drives initiative success.
• [00:33:58] A workplace culture based on trust and professional growth, not control, attracts high-performing, innovative teams

.

Wrap Up

Focusing on a single technology platform, such as Ignition, builds mastery and trust with clients. Directly addressing organizational silos, particularly the finance-operations gap, and demonstrating tangible project value improves buy-in and long-term results. Businesses benefit from nurturing cultures that encourage trust, communication, and continuous learning. Readers are encouraged to evaluate their own organization’s structure: consider narrowing focus for depth, prioritize open communication between departments, and invest in team culture and training to drive automation initiatives forward.

About the Guest

Jan Madsen is the founder of Enuda, a system integrator based in Sweden and Europe’s only Ignition-only premier integrator. With over 20 years’ experience in engineering and business leadership, he is recognized for his clear approach to integration and dedication to building strong, trust-based teams that support manufacturers and infrastructure clients throughout Europe.