Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Adam Greenspan, founder of LiteZilla, located in Milwaukee, WI, USA.

What's your business, and who are your customers?

Imagine a blank glowing canvas that transcends all ages, capabilities, and environments while maximizing creative impact. LiteZila is the most popular and highest-rated giant Lite-Brite interactive sensory light wall in the world. Simply insert the colorful LitePinsⓇ into our signature backlit grid to create and illuminate your own pictures, patterns, and designs. LiteZilla provides a familiar, nostalgic platform for interactive expression through its colorful, illuminated displays. You’re never too old (or young) to experience the child-like joy of bringing your visions to life in full color!

Tell us about yourself

When I was seven years old, my father was laid off unexpectedly. Rather than have that define him, I saw him turn his worst day at work into a whole new chapter for our family. He shifted gears and built a new business from a small office in our basement. He grew that into a successful company with hundreds of employees - by the way, one of them was the boss who had laid him off years earlier. Sweet justice. At work, my father was not only a wonderful leader but also a humble and powerful boss. He was loved by his employees, he gave his time and money to important charitable causes, and he was still an awesome, caring, and loving dad. He raised me to believe mindset and perspective are everything in this world. That goes for business that goes for life. Entrepreneurship is in my blood. I grew up with it. I’ve lived it. I love it.

What's your biggest accomplishment as a business owner?

I invented a product that people across the globe clamor to take a photo with and share on social media. Every snap and every post is validation that LiteZilla has the “cool” factor. We’ve built a brand that has made millions of people smile, earned the praise of hundreds of customers and news outlets, and captured a piece of nostalgic happiness when the world needs it most. LiteZilla is, by far, my greatest professional accomplishment.

What's one of the hardest things that come with being a business owner?

Entrepreneurship provides a vehicle in which to be creative at every turn. Issues, triumphs, doubt, setbacks—they all demand a creative response. The ebb and flow of my venture keeps me sharp, gives me purpose, and makes every day an exciting new adventure. However, it also demands that you go against the grain. Almost everyone I know happily goes to work every day, clocks in, clocks out, comes home and prepares to do it again the next day—all to the satisfaction of someone else. Most people accept that as their professional life, but I never could. This can often be a lonely path, not one easily understood by others. The risk and stakes, and uncertainty are a constant burden. For me, those factors only fuel my fire to succeed.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Being an innovator comes with a lot of self-doubt and second-guessing. When you’re trying to do something truly unique, there is no baseline to follow—no examples to look up to. Insecurity is only natural. Pushing past it to see an idea through is what defines an entrepreneur. Perseverance is a superpower.

  1. Raise 25% more money than you think you need - and be careful with every penny.
  2. When in doubt, always do the right thing.
  3. A startup cannot scale if the founder is wearing all the hats. Entrepreneurs must delegate while still having an in-depth understanding of the various roles and processes within their business. That being said, in my opinion, every great entrepreneur must be a well-seasoned salesperson. Because sales are a cure-all, and when the outlook is bleak, you need to step up and work to sell your way through.

Is there anything else you'd like to share?

One of the best (and most challenging) parts of LiteZilla is the number of verticals we serve. Our products are in medical and dental spaces, educational facilities, corporate offices, museums and science centers, hotels, restaurants, sensory rooms, STEM labs, theme parks, libraries, homes, events and activations, multi-family residential spaces, malls, shopping centers - and even on 3 Naval bases. To be able to serve all of these spaces and serve them well has required me to be incredibly agile and open to making challenging decisions quickly and efficiently. Every time I make a mistake, I think about what I could have done differently and how I could change the business to improve the experience for our customers. Being inwardly directed and taking responsibility for successes and your failures will make a business and its leadership better each day.

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

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