From Autodesk to Startup: Inside Geminus’s Strategy for Finding the Right Time to Launch
Most startup origin stories follow a familiar pattern: ambitious twenty-something spots an opportunity and dives in. But in a recent Category Visionaries episode, Geminus founder Greg Fallon shared a different path – one that started with decades of industry experience and a lifelong obsession.
The Power of Patient Observation
Before Geminus, Greg had already built an impressive career. After leaving his PhD program to join Fluent, an early pioneer in engineering simulation, he helped grow the company into a leader in what became a $20 billion market. Later at Autodesk, he led innovative projects including the 2017 launch of Generative Design.
But something was missing. “I was really kind of discouraged by the lack of innovation in the space,” Greg explains. “We had the ability to create these really complex models that can predict the world around us, but they were very computationally intensive and time intensive. It could take you hours to weeks to answer a single question.”
Recognizing the Moment
The catalyst came through discovering the work of Karthik Durasami at the University of Michigan, who was combining machine learning with computational physics. For Greg, this represented the technological breakthrough he’d been waiting for.
The decision to leave Autodesk was surprisingly quick. When asked if it was difficult to leave his senior position, Greg responds: “No, it wasn’t. First of all, Autodesk is a great place to work. It was really great. I was very well paid. I had a very senior position there and I loved it. I loved the people. But the passion for what Geminus does and what Karthik’s research did was just ingrained in my DNA.”
The speed of his transition is telling: “It was a two week was, I heard about this opportunity and jumped on it. And I was with Geminus within actually three weeks.”
Why Timing Mattered
Greg’s quick decision wasn’t impulsive – it was based on decades of industry observation. He had previously tried to innovate in this space, including a venture that almost competed with Fitbit but was derailed by the 2008 financial crisis.
This time was different. The combination of advances in AI, growing climate concerns, and the inefficiency of industrial systems created perfect market conditions. As Greg notes, “the UN most recent climate report said that if the machines that are out there just improved their efficiency to the best they had ever done, not the best they can do, you would reduce global greenhouse gases by, like, 12%.”
The Benefits of Experience
Greg’s industry experience helped him avoid common startup pitfalls. Rather than trying to create a new category, Geminus positioned themselves as modernizing existing industrial optimization. “I used to think that we’re creating a new category,” Greg shares, “and I’ve come to realize that there are a set of tools that have been around for about 40 years that kind of call themselves industrial optimization… I would say that we’re redefining a category, and I liken ourselves to the iPod.”
Looking Forward
The vision driving Greg’s decision has only grown stronger: “My vision for the next three to five years is to have AI helping to optimize every machine, plant and system on the planet. I think in the three years, it’s most kind of very expensive assets. And I think as we get to five to ten years, it’s everything from your iPhone to your car to your battery in your car.”
For founders considering when to make their move, Greg’s story offers valuable lessons. The right time to launch isn’t just about market conditions or technology readiness – it’s about recognizing when your unique experience and passion align with a genuine market opportunity. Sometimes, the best founders are the ones who’ve spent years preparing for a moment they didn’t know was coming.