Automation Isn’t Always the Answer
Automation is often positioned as the fastest way to scale operations. And tools like Make make it incredibly easy to connect systems, move data, and reduce manual work.
But here’s the uncomfortable truth:
Automation doesn’t fix broken processes. It amplifies them.
Over the past year, working closely with teams implementing Make, I’ve seen incredible results. I’ve also seen automation applied too early, creating more confusion instead of clarity. This article isn’t about why Make is powerful. It is. It’s about when not to use it, and what to do first instead.
When Teams Reach for Automation Too Early
Most failed or frustrating automation projects share a few common traits.
1. The Process Hasn’t Been Agreed Upon Yet
If different people describe the same workflow in different ways, automation won’t magically align them.
Instead of asking “How do we automate this?”, the better question is: “What actually happens today, step by step?”. If the answer changes depending on who you ask, the process isn’t ready.
2. Data is Inconsistent or Unreliable
Automation relies on structure. If data is missing, duplicated, or entered differently across tools, Make will still run, but the output will be unreliable. In these situations, automation just moves bad data faster between systems.
Before automating, teams need:
- Clear data ownership
- Agreed formats and fields
- Confidence that the source data is trustworthy
3. Speed is Prioritised Over Clarity
A common motivation for automation is urgency: “We just need this working quickly.” But speed without clarity often leads to brittle automations that:
- Break easily
- Are hard to maintain
- Depend on one person who “knows how it works”
Automation should reduce cognitive load, not create hidden complexity.
What to Do Instead
When automation feels tempting but something isn’t quite right, the best next step usually isn’t Make.
It’s this:
- Map the real workflow (not the ideal one).
- Clarify ownership. Who owns each step and each decision?
- Simplify before automating. Remove unnecessary steps.
Even a simple whiteboard session or shared document can save weeks of rework later.
When Make Really Shines
Once the foundations are in place, Make becomes incredibly powerful.
In my experience, Make works best when:
- Workflows are stable and repeatable.
- Handoffs between teams or systems are clearly defined.
- Edge cases are known and accounted for.
This is where automation stops being a risk and starts becoming a force multiplier. Make excels at connecting tools between teams, removing friction rather than hiding it.
Sometimes Waiting is the Smartest Move
The best automation decision isn’t always to build. Sometimes it’s to pause, fix the process, align the team, and then automate with confidence. That’s when Make delivers its real value. If you’ve ever automated something too early and had to undo it later, you’re not alone. The goal isn’t more automation. It’s better automation.
Looking to automate your processes, but aren’t sure where to start? Book a free exploration session with me through the link below or reach out on LinkedIn. Let’s make sure your organisation benefits from efficient automations!
