Today's Entrepreneur: Adam Greenberg

Kristin Karaoglu · October 10, 2014 · Short URL:

No. 1 mistake: They think they know everything; They should know what they know, and what they don't

Today's Entrepreneur is Adam Greenberg, CEO of IUNU.

IUNU competed against more than 100 companies through four rounds. The final round was a live presentation at Vator Splash LA 2014. IUNU was then chosen for the Finalist Showdown, along with Upside, PersonalRN and
As a Splash winner, IUNU won $40k in in-kind prizes, plus 10 lunch and sit-down meetings with top VCs.
Congrats IUNU and Adam!
So what is IUNU?

IUNU provides energy efficient plasma lighting and control systems for horticulture applications. Compared to the IUNU Dual Plasma, conventional horticulture lights consume 50% more electricity and produce 70% more heat. By significantly lowering operating costs, IUNU enables more dependable, healthier, and sustainable indoor plant growth.

Learn more about Greenberg from his Vator profile. 

I am a(n):

Companies I've founded or co-founded:

Companies I work or worked for:

If you are an entrepreneur, why?
It's in my DNA; My purpose drives me to the lowest tier of Maslow's Hierarchy of Needs

What's most frustrating and rewarding about entrepreneurship/innovation?
Accomplishments feel good, but you learn the most from your failures. It's a catch 22 between learning valuable tough lessons and getting it right the first time (every mistake often costs time and money). Building value feels rewarding with every small win, and every failure is more frustrating then those wins.

What's the No. 1 mistake entrepreneurs make?
They think they know everything, we don't; no one does. Know what you know, and know better what you don't.

What are the top three lessons you've learned as an entrepreneur?
1) Rely on your gut and focus on your goals.
2) Don't let the naysayers get you down. If everyone could see it the way you do, then it would have been done already.
3) Obsess over your customer

Best advice:

The best advice is not truly advice at all. Instead, true experiences/stories give great perspective and let those eager to learn pull their own takeaways. Those who partake in entrepreneurship are there to aid others from making the same mistakes.

(Want to be profiled? Just fill out your Vator profile and we'll find you! Or you can email 
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Kristin Karaoglu

Woman of many skills: Database System Engineer; SplashX event producer; Author of Startup Teams

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Joined Vator on

IUNU (pronounced “you-new”) is changing the way we grow food. We solve the core problems preventing indoor agriculture from being economical and environmentally sustainable. Our innovative products enable communities to efficiently transition to and master indoor horticulture year round. Compared to current commercial lighting systems, our proprietary Dual Plasma fixture produces 50% less heat, consumes 50% less energy, reduces water consumption, and grows superior produce.

Our world is experiencing record-breaking droughts, herbicide and pesticide pollution, and rapidly rising energy costs. Join us to help create communities with local access to the freshest and best tasting fruits, vegetables, and herbs provided by space efficient urban gardens.


Adam Greenberg

Joined Vator on

CEO at IUNU. Enjoys mitigating risks while helping companies grow. With early stage companies, cash is king, focus is queen. Finance background from Amazon and securities trading. University of Washington Foster School of Business.

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