Computing Where It’s Hot, Freezing, and Impossible with Lisa Groeneveld, Co-Founder of OnLogic
Feb 10, 2025
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Lisa Groeneveld, Co-founder of OnLogic, shares her entrepreneurial journey from a leap of faith with an $80k order to navigating edge computing in extreme environments. She discusses the significance of trust and innovation in building her business, while emphasizing the importance of strategic data processing. Lisa also draws leadership lessons from Toy Story, highlighting resilience and the value of company culture. Her insights on open-source technology reveal its role in programming and the future of computing solutions.
Lisa Groeneveld's journey in co-founding OnLogic illustrates the significance of trust and relationships in successful business ventures.
The evolution of edge computing emphasizes the need for tailored solutions that align with specific environmental challenges for optimal efficiency.
Deep dives
Founding OnLogic
OnLogic was co-founded by Lisa Grunewald and her husband in 2003, driven by a personal journey following a family loss and a desire to innovate in the IT space. Their venture began with a bold move, spending their life savings to purchase $80,000 worth of mini ITX motherboards from a Taiwan supplier, a decision motivated by their vision to create a tech business without fully understanding the challenges ahead. Despite their initial naivety, this leap of faith laid the foundation for success, revealing the importance of trusting relationships in business. Over the years, they have built a resilient company that has sold nearly 900,000 computers and cultivated strong supplier partnerships.
Defining Success Through Innovation
Lisa emphasizes the distinction between being innovators rather than inventors, focusing on enhancing existing ideas rather than creating entirely new concepts. This approach allowed OnLogic to thrive in an evolving tech landscape as they adapted e-commerce early on, a decision that positioned them as pioneers in online hardware sales. By continuously innovating their business strategies and operational methods, they have achieved significant growth, reporting revenues exceeding $100 million. Their goal is not solely about financial targets but maintaining a meaningful contribution to their industry and meeting customer needs effectively.
Understanding Edge Computing
Edge computing is described as the physical locations where computing resources are deployed to meet specific environmental needs, contrasting with centralized cloud computing. An illustrative example involves placing rugged computers at the bases of windmills, where traditional equipment would fail due to harsh conditions. Lisa highlights that the right computing solutions must align with their physical surroundings to function effectively, and partners with customers to ensure their needs are met where it matters most. This understanding of edge computing is essential for businesses to optimize efficiency and tailor solutions to fit their operational realities.
The Future of Data and AI
Lisa discusses the ongoing evolution in data management strategies, particularly the concept of data repatriation, where businesses reconsider where their data should reside to optimize efficiency and cost. With the growth of AI and increasing data demands, there is a need to be selective about what information is sent to the cloud versus what should be processed locally. This highlights the importance of collaboration among tech providers, infrastructures, and customers to identify the most effective configurations for their operations. By recognizing that not all data must be cloud-based, companies can create more sustainable solutions that cater to their unique needs.
Today, we're talking to Lisa Groeneveld, Co-Founder of OnLogic. We discuss how Lisa and her husband started the company with an $80k check to a stranger, where the edge actually is, and how Toy Story teaches one of the most valuable leadership skills.
All of this right here, right now, on the Modern CTO Podcast!
To learn more about OnLogic, check out their website here.
To learn more about the whitepaper and server we featured in this episode, click here.