Episode #40 of the Data Center Go-to-Market Podcast features an interview with Mark Bjornsgaard, Founder and CEO at Deep Green Technologies.
- Discover the origins and evolution of heat reuse and sustainability initiatives in the data center industry
- Understand the role of hyperscalers like Microsoft, Google, and Meta in pioneering heat reuse concepts
- Explore the benefits of decentralized data centers and their potential to address grid capacity challenges
- Gain insights on how to approach a career in the digital infrastructure space, especially for non-technical roles
- Learn strategies for navigating career transitions and building resilience in fast-paced, startup environments
- Recognize the importance of versatility, cross-functional skills, and challenging orthodoxy in the data center industry
- Appreciate the economic and social benefits of integrating data centers with community infrastructure for heat reuse
- Discover resources and techniques for staying informed on the latest trends and developments in the digital infrastructure sector
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
Mark Bjornsgaard, Founder and CEO
Deep Green Technologies
Mark Bjornsgaard, CEO of Deep Green Technologies, discusses the evolution of heat reuse in data centers, emphasizing the role of AI-generative GPUs in providing consistent heat sources. He highlights the influence of Microsoft's 2011 white paper on heat reuse and the industry's slow adoption. Bjornsgaard advocates for decentralized data centers to alleviate grid stress and enhance sustainability, noting a $3.4 trillion retrofit opportunity in Europe. He stresses the importance of integrating data centers with district heating systems and the potential for AI clusters to benefit communities. Bjornsgaard also advises professionals to stay versatile and open-minded in their careers.
Outline
Emergence of Heat Reuse and Sustainability in Data Centers
- Mark Bjornsgaard discusses the increasing importance of heat reuse and sustainability in the data center industry, driven by the power-hungry and heat-generative GPUs used in AI applications.
- Joshua Feinberg introduces Mark Bjornsgaard, CEO and founder of Deep Green Technologies, and expresses excitement about the topic.
- Mark Bjornsgaard explains his journey into the data center industry, starting with a company called British Gas and developing the business over eight years.
- The concept of heat reuse was not initially ready for the industry, but has now become more relevant due to the industry's struggle to find power and the emergence of AI.
Microsoft's Role in Heat Reuse and Data Centers
- Mark Bjornsgaard credits Microsoft's 2011 white paper for coining the term "data furnace" and outlining the potential for capturing heat from data centers.
- The paper highlighted the operational and technical challenges of providing continuous heat from data centers, especially with low utilization rates.
- The world of AI has now made heat reuse more feasible due to the constant heat generation from GPUs.
- Mark Bjornsgaard discusses the foresight of Microsoft and other hyperscalers like Google and Meta in experimenting with heat reuse and direct air capture.
Decentralization and Energy Utilization
- Joshua Feinberg mentions a trade publication headline about hyperscalers controlling a significant portion of global energy capacity.
- Mark Bjornsgaard emphasizes the benefits of decentralization, including the ability to generate and store energy on-site, which is particularly advantageous in Europe.
- The UK has 6.5 terawatt hours of curtailed wind energy, which could be better utilized in a decentralized manner.
- Decentralized data centers can reduce grid stress and allow for faster AI cluster growth, making them more attractive for power allocation.
Advice for Early Career Professionals
- Joshua Feinberg asks Mark Bjornsgaard for advice for early career professionals interested in client-facing roles in the data center industry.
- Mark Bjornsgaard advises against staying in one's lane and encourages young professionals to ask dumb questions and challenge orthodoxy.
- He highlights the importance of understanding various aspects of the industry, including energy trading, ESG impact, and software layers.
- Mark Bjornsgaard emphasizes the need for versatility and the ability to adapt to the rapidly changing world of digital infrastructure.
Career Reboots and Resilience
- Joshua Feinberg inquires about advice for professionals looking for a career reboot in the data center industry.
- Mark Bjornsgaard advises resilience and flexibility, suggesting that stepping into a smaller organization can offer new perspectives and ways of working.
- He emphasizes the importance of psychological safety and emotional check-ins in small organizations.
- Mark Bjornsgaard shares his experience with his management team at Deep Green, highlighting the value of long-term relationships and mutual respect.
Challenges and Opportunities in the Data Center Industry
- Joshua Feinberg and Mark Bjornsgaard discuss the challenges of hiring for logos and the importance of versatility in small companies.
- Mark Bjornsgaard emphasizes the need for sales teams to understand what they are selling and to whom
- They discuss the importance of product-market fit and the role of sales in understanding customer needs and pushing back to the technical team.
- Mark Bjornsgaard highlights the benefits of building a data center with a district heating system, including faster power allocation and reduced grid stress.
The Role of Sustainability in Business Decisions
- Joshua Feinberg asks Mark Bjornsgaard about the biggest mistakes in approaching sustainability and ESG issues.
- Mark Bjornsgaard believes the mistake is assuming that anyone cares as much as they do and emphasizes the importance of framing sustainability as a better solution.
- He argues that sustainability should be integrated into the product, making it a better and more cost-effective option for clients.
- Mark Bjornsgaard discusses the potential for data centers to provide free heat to communities, making them more socially and economically beneficial.
Future of Decentralized Data Centers
- Joshua Feinberg inquires about the future of decentralized data centers and their potential to integrate with adjacent buildings for heat reuse.
- Mark Bjornsgaard envisions a future where data centers are integrated with district heating systems, hospitals, and other buildings to provide free heat.
- He discusses the potential for retrofitting existing district heating systems and the significant economic benefits of doing so.
- Mark Bjornsgaard highlights the strategic advantages of decentralizing critical infrastructure and the potential for faster AI cluster growth.
The Importance of Community Engagement
- Joshua Feinberg and Mark Bjornsgaard discuss the importance of community engagement and the role of data centers in providing social benefits.
- Mark Bjornsgaard emphasizes the need for data centers to be integrated into the fabric of communities and to provide tangible benefits to local residents.
- He shares examples of how data centers can be framed as social good projects, making them more acceptable to the public.
- Mark Bjornsgaard highlights the potential for data centers to be seen as heroes rather than pariahs by providing heat and other benefits to local communities.
Resources and Insights for Staying Informed
- Joshua Feinberg asks Mark Bjornsgaard about his favorite resources for staying up to date on industry trends.
- Mark Bjornsgaard mentions using Feedly to read multiple blogs daily and the importance of reading outside one's field.
- He recommends podcasts, energy and battery tech podcasts, and the Steven Bartlett podcast for insights into running a business.
- Mark Bjornsgaard emphasizes the importance of staying informed and being open to new ideas and perspectives to stay ahead in the industry.
Guest Resources
- Connect with Mark Bjornsgaard, Founder and CEO at Deep Green Technologies, on LinkedIn
- Follow Deep Green Technologies on LinkedIn
- Learn About Deep Green Technologies
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