Flow

The shift from Google to the warehouse floor Transitioning from the polished corridors of Google to the grit of a hardware startup is a journey few attempt and even fewer survive. Oana Jinga, co-founder of Dexory, represents a growing cohort of entrepreneurs who have traded corporate stability for the high-stakes world of robotics. While the venture capital industry often exhibits a bias toward former big-tech employees, Jinga suggests this isn't just about pedigree. It’s about the internal structures of companies like Google, which operate as decentralized product clusters, effectively training employees to manage mini-startups within the protective shell of a global giant. Building a company like Dexory, which integrates autonomous hardware with sophisticated AI analytics, requires a shift in mindset from purely digital optimization to physical execution. Jinga spent years working on the project in parallel with her role at Google, balancing the intense demands of a corporate career with the grueling requirements of early-stage product development. This duality highlights a critical reality for modern founders: the leap of faith is often preceded by a marathon of double-duty, where the safety net of a salary provides the runway to de-risk a complex hardware play before it ever hits the market. Dexory and the 12.5-meter data revolution The logistics industry has long been plagued by a lack of visibility. While we live in an era of real-time digital tracking, the internal state of most warehouses remains a black box, often managed with pen-and-paper audits and manual spot checks. Dexory addresses this fundamental disconnect by deploying autonomous robots that stand 12.5 meters tall. These aren't just machines that move boxes; they are mobile data collection units designed to digitize the physical world of logistics. By utilizing a telescopic tower equipped with sensors and cameras, these robots navigate warehouses to create a digital twin—a real-time, high-fidelity map of inventory, rack integrity, and occupancy levels. This technology solves a trillion-dollar problem: the inaccuracy of warehouse management systems. When a production line in a manufacturing plant stops because a specific part is missing, the cost is measured in thousands of dollars per minute. Dexory’s value proposition lies in the data layer rather than the mechanical labor, providing the "eyes and ears" that allow managers to see their entire operation from anywhere in the world. The fallacy of the humanoid robot shape There is a massive surge of investment currently flowing into humanoid robotics, driven by the belief that robots must mimic human form to function in a human-built world. Jinga takes a provocative counter-stance, arguing that the fixation on the human shape is an inefficient constraint for industrial automation. Humans are inherently fragile, with limbs that are easily damaged and a center of gravity that is often suboptimal for heavy labor. If the goal is maximum efficiency, building a robot to look like a person is a distraction from solving the actual use case. Instead of forcing robots to adapt to our biological limitations, Jinga suggests we should adapt the environment to suit the superior efficiency of task-specific machines. A robot doesn't need two legs and two arms to pick up a pallet or scan a shelf 15 meters in the air. It needs stability, reach, and precision. This "first principles" approach to design focuses on the end output rather than the aesthetic of the machine. The kitchen serves as a perfect analogy: we don't have a humanoid robot doing the dishes; we have a dishwasher—a specialized, highly efficient tool designed for a single purpose. The future of the automated warehouse looks less like a sci-fi movie and more like a symphony of specialized machines. Scaling the leadership leap from series A to B Scaling a workforce from 30 to over 150 people in a single year is a stress test that breaks most founders. For Jinga, the transition from an individual contributor to a strategic leader required a painful relinquishing of control. Founders often view their company as their "baby," leading to a sense of total accountability that manifests as micromanagement. However, at the Series B stage, the bottleneck is no longer the technology—it is the human dynamics of the leadership team. Building trust with a senior leadership team is the only way to transform a startup into a sustainable business. If a company cannot function without the founders in the room, it isn't a scalable enterprise; it's a personality-driven project. Jinga emphasizes that hiring for the specific stage of the company is more important than hiring for general talent. A "stage-fit" employee understands the chaos and high-pressure environment of a scaling startup and won't be demoralized by the lack of established processes. Conversely, the founders must be honest during the recruitment process, avoiding the temptation to "sell" a polished version of the culture that doesn't exist yet. Operating systems for the hyper-growth era In the race for market dominance, speed is a startup’s only real advantage. To maintain this velocity while scaling, Dexory has leaned into a "compound startup" philosophy, using platforms like Slack as a comprehensive business operating system. This goes beyond simple communication; the company uses Slack to monitor robot health, troubleshoot hardware issues in real-time, and track customer dashboards. By integrating every disparate tool into a single interface, they reduce the cognitive load on employees and prevent the fragmentation that usually kills productivity in growing companies. The investment in process and infrastructure—from robust HR systems to automated sales tools—must happen earlier than most founders think. While it is tempting to delay these costs to save capital, the cost of lost time is far higher. In a world where AI is rapidly commoditizing software, the ability to execute on complex hardware and proprietary data sets is what creates a true moat. For Dexory, the strategy is clear: capture the data, own the insights, and build the infrastructure that makes the traditional warehouse obsolete. Future outlook for the human-centric tech boom Looking beyond the warehouse, the next frontier of disruption is not found in the machines we build, but in the bodies we inhabit. Jinga identifies a massive shift toward "human body data," where the focus moves from tracking external assets to optimizing internal biology. Startups like Zoe and Flow are leading this charge, treating the human body as the ultimate proprietary data set. As we have seen with logistics, the lack of real-time visibility is the primary cause of inefficiency; applying this same logic to health and nutrition represents a market opportunity that dwarfs even the largest industrial sectors. The common thread between Dexory and the next wave of unicorns is the move from guesswork to granular, data-driven reality.