Thursday, January 30, 2014

Latest Local Music - Fractal, Beautiful Machines, Cash Pony, Moetar and Atomic Ape... and Mirthkon!

There is a huge amount of good original new music that is looking for an audience. Most of what I listen to is from bands you've probably never heard of, so I'm going to share some updates and some local gigs that are happening over the next few days in the SF Bay Area. I encourage you to go to the gigs and buy a CD, or buy the album online to support local musicians. There is a Facebook group for Bay Area Prog rock that's worth tracking.

Earlier this week Fractal released the first track of a free album of improvisations. They plan to release the tracks on soundcloud around once a month. It's hard to categorize what they sound like other than excellent musicians composing instrumentals in real time. They tend to have interesting sound effects, looped phrases and are known for using odd time signatures. I've been a non-playing member of this band since they started, helping in various ways including naming this album "Fractiles".

I've been meaning to write this for a while, and my deadline is that tonight (Thursday Jan 30th) there is a gig including Beautiful Machines in San Francisco. I can't attend, but I do have their first album and have been listening to it a lot over the last few months. They write songs with influences from 80's synth-pop bands, and remind me of Japan or Duran Duran perhaps. Their bass player Van is one of my favorite local musicians, he used to play in Headshear and has a unique and interesting style on fretless bass. Here's a trailer for a video of Animammal from their album "Disconnect :: Reconnect".



On Saturday I will be in Oakland for a gig with three of my favorite local bands. Please come along!

Moetar are a pop band with a unique sound that blends jazzy female vocals and prog rock instrumentation into some very commercial sounding songs. They don't sound like Muse, but if you like Muse I think you will like Moetar. They have a unique mix, and I've played their first album regularly over the last year or two. Their second album has been recorded and is due for release soon. I've seen them live several times, and try not to miss a gig, they are awesome and deserve to be a big hit. Here's a video they made for Butchers of Baghdad from their first album From These Small Seeds.



Cash Pony have played with Moetar several times, and I bought their CD at a gig, then just kept playing it. It's an interesting mix of instruments, with a bass sax and an electric sitar on some songs. It's interesting uptempo pop songs, and they have a very smooth sound on the CD, but I can't figure out what to compare it to. Take a listen to a live version of 1000 Layer Curry Dawg and get their Carpal Tunnel Vision Quest album.



Years ago, there was an amazing local band called Estradasphere. They released several albums that I still listen to regularly. They have dispersed, and the guitarist Jason Schimmel has a new band called Atomic Ape with a new album, Swarm. I haven't heard them before, but am looking forward to seeing them live for the first time on Saturday. Here's a rather dark video of them playing for a radio show.

Update - I just found out that on Feb 15th MirthKon and Secret Chiefs 3 are playing a gig in San Francisco. Not yet sure if I can make it to attend. Yet another of my favorite local bands, intensely complex virtuoso playing. Matt the bass player in Mirthkon is also the keyboard player in Moetar. If you like Frank Zappa you'll like MirthKon, and you should give the video below a listen.






Tuesday, January 07, 2014

Starting a new role at Battery Ventures

Careful what you wish for. Take some side interests and activities that aren't central to your real job, have a bit too much fun with them, mention to a friend that it would be cool to do them for real, and have him convince his company to create a completely new position tailored for you that they've never had before, and haven't heard of anyone else doing. In a week.

Over the last few years I've given a lot of talks, and the industry reaction to Netflix's all-in public cloud strategy has evolved from "It won't work" through "It only works for unicorns like Netflix" to "How do we get there?" My answer to that question is the Netflix Open Source Software (NetflixOSS) platform, consisting of around forty distinct projects shared at netflix.github.com that provides an on-ramp for applications to move to a cloud native architecture.

I have presented aspects of this work to different audiences at public conferences, private events and directly within companies. For developers, I concentrated on explaining the NetflixOSS components, DevOps and continuous delivery patterns. For managers I concentrated on how an open source and cloud native strategy delivers rapid product evolution, scalability and high availability. As interest from individual companies grew it became clear that there was an opportunity to take what I had learned and apply it directly to a wider audience.

In my new role at Battery Ventures I will be continuing my conversations with large enterprise companies planning a move to cloud native, and SaaS vendors who are re-architecting for scale, to understand the gaps and demands of this market. With that context I will work in the Battery Ventures team that is looking for opportunities to fund companies who are enabling the transformation of enterprise IT, and I will also provide advice and mentoring for portfolio companies.

The role is called Technology Fellow. It's different to the short term Entrepreneur in Residence (EIR) position, and is similar to full time investing staff. Battery just raised their tenth fund, and have a total of $900M to invest. My job is to help spend that wisely and get the best return. That also means even more conference presentations, more international coverage, and a broader range of subjects to discuss.

I will no longer explain how Netflix works, so the starting point for my new presentation materials is going to be something like my Flowcon talk with the Netflix specific parts removed. If you still want a Netflix Architecture overview talk, start with @jedberg, he's a very highly rated speaker, and he can also connect you to the many excellent speakers at Netflix that cover their own specific areas.

It¹s going to take me a little while to figure out the new role, but a big part of the job is meeting lots of people. I'm taking bookings for February...

Press Coverage

Press Release by Battery Ventures
The Full Stack blog post by Mike Dauber of Battery Ventures
Business Week story by Ashlee Vance
GigaOm story by Stacy Higginbotham
Reuters story on Yahoo UK
Boston Globe story by Michael Farrell
Wall Street Journal story by Deborah Gage
The Register story by Jack Clark
Venture Beat story by Jordan Novet

About Battery Ventures

Battery invests in cutting-edge, category-defining businesses in markets including software and services, Web infrastructure, e-commerce, digital media and industrial technologies. Founded in 1983, the firm backs companies at stages ranging from seed to buyout and invests globally from offices in Boston, Silicon Valley and Israel. To learn more, visit www.battery.com and follow the firm on Twitter @BatteryVentures.

Thursday, December 26, 2013

Looking back at 2013, with pointers to 2014


I wrote a prediction post a year ago so I'm going to review and update it. Here's last year in full "Looking back at 2012, with pointers to 2013" .

The headlines from last year, with comments and updates:

Mobile Bandwidth Greater than Fixed Bandwidth
This trend continues. LTE can get congested in cities, but the latest news is Verizon upgrading it's network to have more capacity and speeds up to 100Mbit/s. I'm about to get an LTE MiFi for our house so that when we want higher speed or our local DSL gets congested, it's available, and when we go away we can take it with us. I'll keep the DSL for background connectivity, and to avoid hitting the MiFi bandwidth cap too much.


Cutting The Cable/Satellite TV Feed

We still don't have cable/satellite. I got a Google Chromecast, but it's slow and fiddly to use compared to the AppleTV, and buggy for streaming Pandora, keeps dropping the stream. The picture quality is good though.


The Netflix Open Source Cloud Platform Got Traction

We close out 2013 with 39 distinct projects at github.netflix.com, a successful Netflix Cloud Prize contest, endorsements from many more companies including IBM, and growing acceptance that Cloud Native is an important concept that supports highly agile continuous delivery, and NetflixOSS is an onramp that accelerates transitioning to Cloud Native.


Netflix Cloud Architecture Presentations

I presented even more than in 2012, see the slides I posted at http://www.slideshare.net/adrianco. I've also got a permanent link to a full set of workshop slides at bit.ly/netflix-workshop which is easier to remember, and lets me update the workshop slides from time to time.


The Concept of Anti-Fragility Took Off

Taleb's book and concept became more accepted. Ariel Tseitlin wrote an ACM paper for Netflix on The Antifragile Organization.


Cloud, Open Source, SaaS and the End of Enterprise Computing

"During 2013 we will see if Google manages to invest heavily and execute well enough to build up a big user base."
Google came out of beta and closed some gaps, but it's not clear that they are building up a big user base. They have their fans, and in some areas have some technical advantages, but still have a lot to prove. Other public cloud vendors didn't make much headway. Microsoft Azure remains strong in it's own ecosystem, but hasn't broken out into general use, and others are getting further behind or being bought.

"I personally think in 2014 we will likely see [...] the scale, features and price point of AWS and Google clouds make everyone else irrelevant." I still think this is true. The 2013 Garner Magic Quadrant for IaaS didn't include Google as they were in beta, but showed AWS as dominant. It also included an estimate that AWS delivered capacity was five times bigger than the next 14 vendors combined. i.e. AWS was 85% of the market by delivered capacity (not by $ revenue). My tracking of AWS size by looking at their reserved IP address space bit.ly/awsiprange continues to show that AWS is doubling in size every year, and has grown 10x over the last three years, reaching 5.1 million IP addresses in September 2013.

Most big enterprise companies are actively working on their AWS rollout now. Most of them are also trying to get an in-house cloud to work, with varying amounts of success, but even the best private clouds are still years behind the feature set of public clouds, which is has a big impact on the agility and speed of product development.


Solar Powered Electric Cars Are For Real Now

Our Nissan Leaf is getting towards the end of it's three year lease, and we're replacing it with a Fiat 500e. The Fiat is smaller and lighter, but has the same size battery, so gets a bit more range. It's also cheaper and more fun to drive. During 2013 a lot of people bought Tesla Model S, including people who traded in Tesla Roadsters. We picked up a second hand 2010 Tesla Roadster with full factory warranty, and although the technology is a bit older, it's a great fun car with over 200 miles real world range for longer trips. Even with two electric cars, we still generated more electricity than we used this year, so the marginal cost of energy is still zero for our household and our gasoline spend is way down.


Global Warming Arrived in the USA in 2012

"I'm going to try and re-balance my 401K retirement accounts to divest from oil companies. Many students are nowpressuring their colleges to divest from oil as well." I spent a few hours on Fidelity Investments web site and reduced my investments in the energy sector to a minimum. The divestment movement is also gathering momentum. The public conversation continues to shift, more extreme weather in the US and worldwide is helping, and the IPCC released an updated report.


Twitter and Snapchat

I had 6,500 followers on Twitter at the end of 2012, and I have 10,500 at the end of 2013. I correctly predicted that Snapchat would continue to grow in 2013, and it was reported that more photos are uploaded per day into Snapchat than into Facebook. Twitter had it's IPO, and is becoming part of the news and entertainment infrastructure with it's own ecosystem. I think they will figure out how to continue to grow and make money, so I bought a few shares to have skin in the game.

New for 2014:

Google Glass will have a successful public launch

I got Glass last summer, and have been using it a bit and letting other people try it a lot. I just got a hardware update that makes my developer set compatible with the final consumer version, and it's clear that Google is getting much closer to having a real product to launch. No-one knows the price, and that will determine how widely people get Glass, but the feature set and support is now quite interesting. There is a generational divide, in that many younger people like and want Glass, and older people are more wary or bothered by it. Trying it out in person lets people understand what it does and doesn't do, and greatly increases acceptance.

The Glass features that I was waiting for have mostly been addressed. The MyGlass app now supports iPhone, there is support for corporate Gmail accounts and multiple Gmail accounts on a single Glass. There is a headphone to supplement the built in speaker that was too quiet, and there will soon be prescription lens support. The last of those is the main reason I don't wear Glass every day, as I have to put in contact lenses to use it currently, and my contacts don't work as well as my glasses.

The ability to get personal GPS directions while walking (or cycling) is one of my favorite features. "First person" hangout support has huge potential although it's still too fiddly to setup, and needs good network bandwidth. Video use drains the battery quickly, although in normal use it lasts long enough to be useful all day. The add-on applications I have installed include Twitter, so I get notified immediately if someone mentions or DMs me; Evernote for keeping track of shared to-do lists; and Translate where you look at a sign and it makes an English version of the sign for you.

Voice control works better than most people expect, directions to local places is remarkably good, but voice input dictation is very random. It needs quite a lot of practice to get messages recorded that contain more than "on my way" or other simple phrases. But then I don't use Siri on my iPhone either.

Best wishes to everyone for 2014.

Thursday, December 19, 2013

Velocity and Volume - Speed Wins - Keynote at Flowcon

November 1st was the first ever Flowcon, held in San Francisco, a new event to focus on continuous delivery related development topics.

I was honored to be asked to present as the opening keynote speaker, and I owe a big thank you to Jez Humble and Gene Kim for the invitation.

The material I presented was less focused on Netflix related technologies than most of my talks, and instead looks at the challenges and motivations of speeding up the page of development. I also tried to provide a historical perspective of how the state of the art for software delivery has changed over the last few decades.


There was a second chance to present these slides with a bit more time a few days later, and the slides for that are linked below. There's a bit more of an introduction, and a more discussion of tools on the end, but it's basically the same message.



Sunday, November 24, 2013

Free Communication is Disrupting Hierarchies

Jeff Jarvis recently blogged:
I doubt the net’s creators realized how subversive it was to connect anyone to anyone, bypassing the institutions that mediated those connections: from media to government, universities to retailers. These institutions are now circling wagons to protect their prerogatives: copyright for media, secrecy for government.

Somewhat related discussions are taking place at the Defrag conference and on blogs talking about corporate organizations and government surveillance.

However this is nothing new, over centuries there has been a gradual reduction in the cost of communication between people, which has caused social changes, disrupted old industries, created new industries and led to political revolutions. The end point that we have reached in the last few years is that the cost of communication is now zero. There is no incremental cost for me to send a tweet that is delivered to thousands of people a few seconds later. If the tweet contains novel ideas or information that people want to share, then in a few seconds, millions of people could see it. With about 10,000 direct followers my own twitter mention reach was in the millions last week.



When I see an industry or organization that was built on assumptions that are no longer true, I expect to see disruption follow, and opportunities to create new industries and organizations. The assumption that communication is expensive is baked into our world. The new industries and organizations that take advantage of this change are emerging now.

To see how subversive this is, we need to look at some history. Every step in the reduction of communication cost has enabled changes that have been resisted by the hierarchy, led to revolutions, and in most cases have been co-opted and controlled by the elite.

The ability to control, coordinate and influence a large group of people depends upon effective communication. Early examples include the creation of sea-going ships and roads to sustain empires, from the Romans to the British Empire as examples. The leaders of these empires could gather information via messengers and send out decrees to manage at a distance, by using a coordinated hierarchical communication network. The cost of communication for the workers was prohibitive, so all information trickled down through the local authorities, whether civil, military or religious. The only low cost communication took place within the local village.

Most workers were illiterate, and taking England in the middle ages as an example, a series of disruptions were caused by the invention of the printing press. The loss of control that resulted caused major problems for authorities, and allowed ideas to spread in new ways.

As cities got bigger, local communication got faster, newsletters and newspapers started to spread ideas more quickly and the creation of postal services brought the cost of peer to peer communication down far enough that everyone could communicate over larger distances. Governments co-opted these new mechanisms, regulating the news, running the postal services. The industrial revolution created commercial entities with their own hierarchies of control and communication. The ability of ideas to spread rapidly and reach many people allowed groups to self-organize, leading to political upheaval. Revolution was enabled by the ability to spread ideas outside the incumbent ruler's hierarchy of communication and control.

Today we live in societies where effectively everyone is literate, connected and mobile. However we still have the same hierarchical institutions that were developed hundreds of years ago. Governments to manage the hierarchies of society, Companies to manage the hierarchies of commerce, Religions to manage the hierarchies of belief, Universities to manage the hierarchies of education.

These hierarchies still have value, they continue to represent ownership and have responsibilities but they no longer have control. They were sustained in the past by imposing their will on people, and carefully managed what information people are exposed to. The hierarchies are now very large and deeply nested, so rather than a small ruling elite and a large peasant population, there are very many levels in the middle, which makes many of us have a vested interest in the continuation of parts of the hierarchies.

We are now all connected by a series of relatively flat peer to peer networks. Facebook for a curated network of family, friends and interest groups, twitter for real-time news and a much more dense ad-hoc interconnection of interests, email for direct communication, and many other services. The "Arab Spring", the "Occupy Movement" and other recent political revolutions were able to find and coordinate large numbers of people extremely rapidly (hours or days) without forming a hierarchy first.

The new world is a blend of hierarchies with many peer to peer links that reach across and between the old hierarchies. The problem for the elite leaders is that they are used to having control, owning the flow of information and managing deeply nested organizations. In this new world, the leaders have ownership, responsibility, influence but much less control, they control and manage a small part of the flow of information, and their organizations are flatter and less well defined. At the extreme there are organizations like Github, which are figuring out how to make an emergent self organizing structure work. To scale a flat organization there needs to be a very strong sense of culture and unity of purpose. I think Netflix has found a productive balance between a hierarchy of responsibility for aspects of the business and freedom at each level to self organize the delivery of what the business needs. Broad and open communication across the business, and many skip-level one-on-one meetings flattens the organization and minimizes "politics".

Looking beyond business, Religion only really works if you don't think too hard about any other variant of religion. Religions all claim to be true, but claim different incompatible and incoherent things, so that exposure to ideas such as the Outsider Test for Faith causes deep problems for the faithful. Religion in general is being disrupted by science and free communication, and polarization into atheism and reactionary fundamentalism is one of the outcomes in society.

Education is based on the communication of skills and information from teachers to students, and the big institutions of education are being disrupted. They no longer control the flow of education, and the costs are increasing beyond the ability of the students to repay them, so companies like Coursera and the Khan Academy are building alternatives. For software developers, the body of code you own and contributed to on github matters far more than where (or even if) you studied. The state of the art isn't being created and taught in University research departments any more, the commercial ecosystems that form around technologies are where the bleeding edge of innovation is being disseminated to new recruits.

These disruptions are on the way, but change tends to occur rapidly when a tipping point is reached rather than gradually. A point made by Nicholas Taleb in his discussion of Black Swan events, is that its easier to point out that a change could happen and plan for what to do next, than to predict when exactly it will come. So like a cartoon Wily Coyote who has run off a cliff, we ignore the change until we look down and realize that nothing is holding us up.



Thursday, September 05, 2013

Performance Testing of NetflixOSS for the Cloud Prize


Where is everyone? I've been writing blogging and tweeting about performance and capacity planning for many years, so I thought I was connected to one or two performance folks....

When we setup the NetflixOSS cloud prize I created a category just for you:

Best Contribution to Performance Improvements
New performance testing tools, results of performance tests and performance oriented bugs. Since this may be aggregated across many pull requests, they should be listed and documented in the Submission.

While there are some interesting contestants in other categories, I've seen very little activity in this one.

There's $10K cash and $5K of AWS credits waiting for someone to do enough work to claim them!

It takes a bit of resource to run tests, so I also have a $100 AWS gift card that I will pass on to the first person to make an entry in this category, regardless of whether they win the prize or have generated any useful data at that point. Make a valid submission to the Cloud Prize by forking the github repo, editing the Submission.md file to describe your entry, entering your details (email/address etc) in the Mailchimp form, and then post a comment here claiming the $100 AWS card, and I'll mail it to you.

After the first one, if you make a case for having generated lots of good data, I'll get some more $100 AWS cards.

Here's some performance project ideas.

  • Run throughput and latency stress tests on the Zuul API gateway on various instance types
  • Run stress tests for sizing data against other service level projects - Eureka, Edda, Ice, etc.
  • Make the cass_jmeter project better in some way
  • Analyze the code paths in Astyanax and find ways to make it run faster and use less memory
Go for it, only a few days left. Contest ends at midnight Pacific time Sunday Sept 15th.

Best wishes
Adrian

Sunday, April 07, 2013

Tutorials and Training on Cloud Architecture and NetflixOSS

There are two places that I'm giving in-depth training on cloud architecture and NetflixOSS this year.

On May 22nd-23rd at Gluecon 2013 in Broomfield Colorado I'm giving one of the opening keynote talks that introduces the concepts of a Cloud Native Architecture, then spending all afternoon on a tutorial to go into the details of how to get there and how to use NetflixOSS tools as an on-ramp to accelerate the process.

For people in Europe, I'm teaching at a summer school on "Software for the Cloud and Big Data" September 8th-14th in Italy. It's organized by ETH Zurich. I'll be giving six one-hour talks over a week, and there are seven other speakers.

LASER 2013 banner

When I get back from LASER, it will be time to start evaluating nominations for the NetflixOSS Cloud Prize, and these are both opportunities to figure out how to build a strong entry.

Tuesday, March 26, 2013

Comment on How Netflix Is Ruining Cloud Computing


I wrote a long comment response to how-netflix-is-ruining-cloud-computing on Information Week, but they don't seem in a hurry to post it. Luckily I saved a copy so here it is:



There should be a http://techblog.netflix.com post in the next day or so that will give more context to the Cloud Prize and clarify most of the points above. However I will address some of the specific issues here.

Cloud 1.0 vs. 2.0?
I would argue that the way most people are doing cloud today is to forklift part of their existing architecture into a cloud and run a hybrid setup. That's what I would call Cloud 1.0. What Netflix has done is show how to build much more agile green field native cloud applications, which might justify being called Cloud 2.0. The specific IaaS provider used underneath, and whether you do this with public or private clouds is irrelevant to the architectural constructs we've explained.

Outages
The outages that have been mentioned were regional, they didn't apply to Netflix operations in Europe for example. Our current work is to build tooling for multi-regional support on AWS (East cosat/West coast), including the DNS management that was mentioned. This removes the failure mode with the least effort and disruption to our existing operations.

Portability
Other cloud vendors have a feature set and scale comparable to AWS in 2008-2009. We're still waiting for them to catch up. There are many promises but nothing usable for Netflix itself. However there is demand to use NetflixOSS for other smaller and simpler applications, in both public and private clouds, and Eucalyptus have demonstrated Asgard, Edda and Chaos Monkey running, and will ship soon in Eucalyptus 3.3. There are signs of interest from people to add the missing features to OpenStack, CloudStack and Google Compute so that NetflixOSS can also run on them.

Edda
You've completely missed the point of Edda. It does three important things. 1) if you run at large scale your automation will overload the cloud API endpoint, Edda buffers this information and provides a query capability for efficient lookups. 2) Edda stores a history of your config, it's a CMDB that can be used to query for what changed. 3) Edda cross integrates multiple data sources, the cloud API, our own service registry Eureka, Appdynamics call flow information and can be extended to include other data sources.

AMInator
If you want to spin up 500 identical instances, having them each run Chef or Puppet after they boot creates a failure mode dependency on the Chef/Puppet service, wastes startup time, and if anything can go wrong with the install you end up with an inconsistent set of instances. By using AMInator to run Chef once at build time, there is less to go wrong at run time. It also makes red/black pushes and roll-backs trivial and reliable.

Cloud Prize
The prize includes a portability category. It's a broad category and might be won by someone who adds new language support to NetflixOSS (Erlang, Go, Ruby?) or someone who makes parts of NetflixOSS run on a broader range of IaaS options. The reality is that AWS is actually dominating cloud deployments today, so contributions that run on AWS will have the greatest utility by the largest number of people. The alternatives to AWS are being hyped by everyone else, and are showing some promise, but have some way to go.

We hope that NetflixOSS provides a useful driver for higher baseline functionality that more IaaS APIs can converge on, and move from 2008-era EC2 functionality to 2010-era EC2 functionality across more vendors. Meanwhile Netflix itself will be enjoying the benefits of 2013 AWS functionality like RedShift.

Wednesday, January 16, 2013

The IT swamp draining manual for anyone who is neck deep in alligators

I've spent the last year or so reviewing Gene Kim's new book - the Phoenix Project and encouraging him to get it finished. It came out this week, is the top business book on Amazon as I write this, and I got a nice back-cover quote shown below with Gene's actual finger in the photo.


Many years ago someone gave me a copy of The Goal, which is the inspiration for The Phoenix Project. In both cases the book is a novel about a company that is dysfunctional and on the verge of going out of business. The lead character is dropped into the job of figuring out how to dig their way out of the problem, and in the case of The Phoenix Project, the company fumbles its way from legacy enterprise where IT isn't regarded as central to their success, into the modern world of agile development practices and DevOps deployments where IT becomes a competitive advantage.

Don't just read it, give copies of it to your friends in management. It should be on every CxO's bookshelf.

Tuesday, January 01, 2013

Looking back at 2012, with pointers to 2013

A collection of things that seem to have pivoted in 2012.

Mobile Bandwidth Greater than Fixed Bandwidth

I've been talking about LTE and the growth in mobile since 2008, but I started 2012 with a Verizon iPhone 4 which maxed out at 2Mbit/s over 3G and at home in the mountains I would get less than 1Mbit/s. I ended 2012 with a Verizon iPhone 5 which is about ten times faster at home, I regularly see 8-9Mbits/s, and the best speed I have seen anywhere so far was in downtown Los Gatos at over 50Mbit/s. My home fixed wire Internet is a 3Mbit/s DSL that has neighborhood congestion at peak times. I now find it works better to have WiFi turned off on my iPhone at home.

This is one of those pivotal changes, similar to the change from having predominantly fixed wire telephone service at home, to having many people use mobile phones exclusively. It costs more, but if you already have a high bandwidth connection to your phone with a high data cap because you use it a lot, why pay to also have a low bandwidth connection to your house? Bandwidth caps and data usage plans will slow the switchover, but the writing is on the wall.

Cutting The Cable/Satellite TV Feed

In 2013 we finally turned off our TiVo and shut down our DirecTV account. We weren't using it enough to make it worth while. For some of the sports events (Laurel follows the Stanford Cardinals), we go to a sports bar to watch, which is more fun anyway. Everything else that we have time to watch, we can watch online, and we get all our news updates from Twitter, RSS feeds and Facebook posts. By the time it's on TV or in a newspaper, it's already old news.

The TV has an AppleTV connected to it, which gets almost all the usage. We watch a few things on laptops, and sometimes I connect a laptop to the TV. I also stream music from my iPhone to the AppleTV because I can't get Pandora or Spotify on it. Come on Apple, where's the AppleTV App Store? Maybe that's a 2013 thing.

The Netflix Open Source Cloud Platform Got Traction

We started the year with a handful of disconnected projects, and ended it with a large chunk of the platform on Github, and some high profile users. Most people are still picking it up piecemeal but in 2013 we plan to get the whole thing put together as an installable bundle. This is the Alan Kay approach, "The best way to predict the future is to invent it".  Netflix has been out in front of the industry in terms of cloud adoption, inventing the future. Next we make it easier for others to join us in that future, and have some ideas for how to drive adoption to new heights.

Netflix Cloud Architecture Presentations

I was going to list all the talks I gave, but there are too many, so go see the slides I posted at http://www.slideshare.net/adrianco. Highlights were QConSF, QConLondon, Gluecon in Colorado, GOTO in Aarhus and of course AWS Re:Invent in Las Vegas. The impact of these talks grew through the year, reaching a peak at Re:Invent, where we had lots of speakers and attention to the way the Netflix cloud and open source story was bringing value to the company and reaching out into the technical community. A big thanks to everyone who came to my talks, and all the other Netflix speakers who have been out there broadening the story. It's almost impossible to write an article or do a presentation about cloud without mentioning Netflix. In 2013 there will be even more talks, I focus on local and US based events that are strongly developer oriented like QConGluecon, and GOTO. We will definitely be back at AWS Re:Invent next November.

The Concept of Anti-Fragility Took Off

Nassim Taleb's latest book crystallizes the way I tend to approach things and gives it a name. The Netflix cloud architecture is anti-fragile, we run "Chaos Monkey's" continuously to try and break it, and that makes it stronger. The Netflix culture is anti-fragile, it's decentralized with as little process and rules as possible and a lot of local autonomy. Netflix management is not afraid of change or of being first to do something and tends to navigate disruptive transitions well. From the outside this can look chaotic or confusing, but it works, and recovers well from missteps, which are always going to happen. If you're not failing occasionally you aren't trying hard enough, and you are missing opportunities. Getting stronger through failure is the basis of anti-fragility. Avoiding failure at all costs (as many people try to do) makes you brittle and vulnerable to unexpected Black Swan events that will have a much bigger impact.

Cloud, Open Source, SaaS and the End of Enterprise Computing

Taleb makes the point that big companies become increasingly fragile as they lose agility and the ability to move with the markets, and we are seeing that play out in the Enterprise Computing space. There is still money to be made from the late adopter customers, but the trend is clearly towards development using exclusively open source tools, with applications and infrastructure delivered as a service. There is zero revenue for traditional Enterprise Computing vendors in this model. The current interest in building out private cloud infrastructure is real and will continue to support traditional vendors into 2013, but it's a short term investment. At best you end up with a much better automated datacenter, but it isn't elastic and it has far fewer features than AWS, so it's going to be marginalized over time. At worst, you discover just how hard it is to run a reliable private cloud based on immature software, with incompatible upgrade paths, and it turns out to be much more expensive to run.

The Enterprise Computing vendors haven't been able to build a public cloud  that competes with AWS on scale, price or features, and AWS is now focused on building everything their customers need to take the next generation of application investment out of the datacenter, so the high margin revenue is going to gradually go away for the traditional vendors.

The most interesting development in 2012 was the re-launch of Google as a public cloud infrastructure vendor, and the mini-price-war between AWS and Google over instance and storage costs makes it clear where the real action is. During 2013 we will see if Google manages to invest heavily and execute well enough to build up a big user base.  In mobile, as I predicted years ago, we are now in an iPhone vs. Android battle that is wiping out everyone else. I personally think in 2014 we will likely see a similar effect as the scale, features and price point of AWS and Google clouds make everyone else irrelevant. The only question in my mind is whether AWS runs away with this on their own, or Google manages to get some traction as the alternative.

Note to sales reps (who won't listen), I'm not interested in anything to do with datacenters, private cloud, or other public clouds in 2013. I'm only interested in SaaS apps, things that run on AWS, and interesting open source projects.

Solar Powered Electrics Cars Are For Real Now

We drive our Nissan Leaf all the time, it's fun to drive and the first car we pick for most trips, adding up to almost 1000 miles a month. The marginal cost of running the car is near zero. New tires and a cabin air filter at 15K miles is all the maintenance it needs. We have an excess of solar power generation that added up to $500 in unused electricity over the year. At 10c/KWh and 3.5KWh/mile that's plenty for us run a second electric car before we start paying for the power, and there are a lot more choices coming in 2013. There are many charging stations around the Bay Area, lots of other people running Leafs, and the Tesla Model S got car of the year awards. It takes a test drive to realize what fun it is to have instant torque and no gear shifts. This is a case of the future being unevenly distributed. If you don't live in California, it's a bit further out, but it's coming.

A friend recently got a quote for Solar Power installation which was about half what we paid two years ago, and we got a good deal then. Prices have dropped fast and are much lower than most people think. If you don't already have solar panels on your roof, you should get them. If you don't use enough electricity to justify solar panels, get an electric car as well, and save at the gas pump.

Global Warming Arrived in the USA in 2012

The well funded Merchants of Doubt (read the book) managed to confuse and suppress public discussion of global warming in the USA for the last few years, but the effects just became too obvious this year and it broke through, creating the scenarios that James Hansen warned of in Storms of My Grandchildren. The arctic ice cap melt continues to accelerate, seas are warming and rising, drought and record heat hit most of the USA, and everything wrapped up with Hurricane Sandy, pushing the topic onto the front page. The dice are all loaded now, and 2013 is already rolling those dice as the drought continues and the Mississippi river is empty. I've been saying for the last few years that if you own property at sea level, you should find someone who doesn't believe in global warming to sell it to, because it's going to become increasingly uninsurable and end up as worthless as the houses along the New Jersey shoreline that were swept away.

The Republican party is still in denial, a combination of funding from big oil companies and an inability to accept or admit that their demonized Al Gore could have been right all along. In 2013 it will be interesting to see how they deal with losing the election, and perhaps there will be a split into a group of Republicans that see the path to re-election in 2014 as needing to accept reality by voting for some Global Warming related legislation, versus the hard core that are trying to pray their way out. The current battle is over stopping the Keystone XL pipeline that would move the dirtiest kind of tar oil from Alberta Canada to Texas. It may be symbolic, but if KXL is stopped, the tide will have turned. Carbon needs to be left in the ground. For 2013, I'm going to try and re-balance my 401K retirement accounts to divest from oil companies. Many students are now pressuring their colleges to divest from oil as well.

Twitter and Snapchat

Personally, 2012 was an excellent year for me, I've made lots of new friends and learned a lot by being active on twitter, ending the year with about 6500 followers. I joked on twitter that I posted my new years resolutions for 2013 to Snapchat, but you missed them. If you don't know what Snapchat is for, ask a teenager. You'll probably hear a lot more about it in 2013, then, when their parents figure it out and join too, the teens will be onto the next thing....


Monday, November 26, 2012

Lots of Netflix talks at AWS Re:Invent



[Update: here's video's of these talks http://techblog.netflix.com/2012/12/videos-of-netflix-talks-at-aws-reinvent.html along with slides]

There is a Netflix booth in the expo center, we will be talking about our open source tools from http://netflix.github.com and collecting resumes from anyone interested in joining us.

Date/Time
Presenter
Topic
Wed 8:30-10:00
Reed Hastings
Keynote with Andy Jassy
Wed 1:00-1:45
Coburn Watson
Optimizing Costs with AWS
Wed 2:05-2:55
Kevin McEntee
Netflix’s Transcoding Transformation
Wed 3:25-4:15
Neil Hunt / Yury I.
Netflix: Embracing the Cloud
Wed 4:30-5:20
Adrian Cockcroft
High Availability Architecture at Netflix
Thu 10:30-11:20
Jeremy Edberg
Rainmakers – Operating Clouds
Thu 11:35-12:25
Kurt Brown
Data Science with Elastic Map Reduce (EMR)
Thu 11:35-12:25
Jason Chan
Security Panel: Learn from CISOs working with AWS
Thu 3:00-3:50
Adrian Cockcroft
Compute & Networking Masters Customer Panel
Thu 3:00-3:50
Ruslan M./Gregg U.
Optimizing Your Cassandra Database on AWS
Thu 4:05-4:55
Ariel Tseitlin
Intro to Chaos Monkey and the Simian Army

Friday, November 16, 2012

Cloud Outage Reports

The detailed summaries of outages from cloud vendors are comprehensive and the response to each highlights many lessons in how to build robust distributed systems. For outages that significantly affected Netflix, the Netflix techblog report gives insight into how to effectively build reliable services on top of AWS. I've included some Google and Azure outages here because they illustrate different failure modes that should be taken into account. Recent AWS and Azure outage reports have far more detail than Google outage reports.

I plan to collect reports here over time, and welcome links to other write-ups of outages and how to survive them. My naming convention is {vendor} {primary scope} {cause}. The scope may be global, a specific region, or a zone in the region. In some cases there are secondary impacts with a wider scope but shorter duration such as regional control planes becoming unavailable for a short time during a zone outage.

This post was written while researching my AWS Re:Invent talk.
Slides: http://www.slideshare.net/AmazonWebServices/arc203-netflixha
Video: http://www.youtube.com/watch?v=dekV3Oq7pH8


November 18th, 2014 - Azure Global Storage Outage

Microsoft Reports


January 10th, 2014 - Dropbox Global Outage

Dropbox Report


April 20th, 2013 - Google Global API Outage

Google Report


February 22nd, 2013 - Azure Global Outage Cert Expiry

Azure Report


December 24th, 2012 - AWS US-East Partial Regional ELB State Overwritten

AWS Service Event Report

http://aws.amazon.com/message/680587/

Netflix Techblog Report

http://techblog.netflix.com/2012/12/a-closer-look-at-christmas-eve-outage.html


October 26th, 2012 - Google AppEngine Network Router Overload

Google Outage Report


October 22, 2012 - AWS US-East Zone EBS Data Collector Bug

AWS Outage Report

Netflix Techblog Report


June 29th 2012 - AWS US-East Zone Power Outage During Storm 

AWS Outage Report

Netflix Techblog Report


June 13th, 2012 - AWS US-East SimpleDB Region Outage

AWS Outage Report


February 29th, 2012 - Microsoft Azure Global Leap-Year Outage

Azure Outage Report


August 17th, 2011 - AWS EU-West Zone Power Outage

AWS Outage Report


April 2011 - AWS US-East Zone EBS Outage

AWS Outage Report

Netflix Techblog Report

Google Forum Report


July 20th, 2008 - AWS Global S3 Gossip Protocol Corruption

AWS Outage Report



Friday, October 26, 2012

What's a Distinguished Engineer?

A recent post by John Allspaw on what it means to be a senior engineer reminded me of something I put together years ago while I was a Distinguished Engineer at Sun. One question from senior engineers looking at their career path was what did it take to become a Distinguished Engineer?

Although Sun is no more, across the industry, there are engineers who are "distinguished" and the title is used in a few places. At Sun, there were between 50 and 100 people in the role, who were mostly director level individual contributors, although there were also Sun Fellows who were VP level, and some were also line managers.

I boiled it down into a few questions.

First I made a list of the names of all the Sun Distinguished Engineers and Fellows, and the first question was "how many of these names do you recognize, and know what they did". The intent is to get a baseline level of understanding of what might be expected. The list included people who invented software languages and frameworks that lots of people use, microprocessor architects, and fundamental researchers in security and networking. There were also CTOs of companies that Sun had acquired, and a few like me who mostly got in through writing books that everyone else had read.

The next question is "how many of these people know who you are?". If you think you did do something special, we would expect that the existing Distinguished Engineers would have heard of it. Since at Sun the way to become a DE involved having the existing DE and Fellows vote for you, this was critical.

The final question was "how many DE and Fellows are hanging around your cube on a regular basis waiting to talk to you?". This shows that you are the go-to person for something that matters.

Translating this into a broader context, more current questions for being distinguished might be "Do the top conferences invite you to speak?", "How many of the other invited speakers and conference organizers do you know?" and "how many know you?". The other dimension of what you did to deserve it is nowadays a mixture of open source projects that lots of people use, or key ideas shared through books or blogs.

Here's the original slide from 2002, how many of these names do you know, what did they do then and where are they now?





Sunday, September 02, 2012

Solar Power Update - Annual Costs


I've blogged before about our solar power installation and we just completed our first full year where we didn't change anything, so we have a clear baseline of how much we generated and used, which I will describe in this post.

Our system is a grid tied net metering setup. This means that we generate more electricity than we use during the day and run the meter backwards in the summer, then use (cheaper) electricity at night and in the winter from the grid. Once a year our PG&E bill is netted out and we pay the difference. Last year our total electric bill was about $500 but during the year we changed everything by adding a second solar array, a Nissan Leaf electric car and a heat pump for heating and cooling. This year, with a consistent setup for the entire period, our bill was negative, so we didn't owe PG&E anything. However, this didn't mean that PG&E paid us the difference, because the payback rule is based on how many KWh you generate rather than how much you would have paid for it. In our case, although our net bill was -$495, we used 610 KWh more than we generated for the whole year. The details of our PG&E bill are shown at the end of this post.

In effect, we could have used another $495 worth of electricity for free. Going into next year, we will set the heat pump to work harder at lower temperatures before it switches over to propane, which will reduce our carbon footprint and save us some propane costs. For some of last winter we used propane when the outside temperature fell below 45F, and at some point we reduced that to 40F. Unfortunately the controller setting we have is in increments of 5F, and I'm doubtful that we can pump heat out of air at 35F, but it's worth a try. We already converted our other appliances from propane to electric, and other than the heat pump our major consumers are a large tank electric water heater, induction range, clothes dryer, hot tub and well pump.

We did around 11,000 miles in the Nissan Leaf in the last year, but estimate that about a third of our charging was at work, as Laurel's commute is far enough to be an easy one way run, but requires a charge to get home again up the hill (we live at 2400ft, and she works at sea level!). She can take the car pool lane with the "white sticker" that pure electric cars get, which saves a lot of time, but running at high speed on the freeway uses a lot more power than around town. When I get to use the Leaf my commute is much closer and I don't bother charging it at work. Our long term average consumption is 3.7 miles/KWh, which is worse than most Leaf owners because of the freeway miles, hill climbing and "having fun". We don't pay for charging at work, and the marginal cost of electricity at home is zero because we are generating a negative net bill for the year, so we only use the "ECO" driving style if we are pushing the limits of its range on an unusual trip. The Leaf is the first car we pick for drives in its range, it's entertaining to drive as well as having extremely low running costs. All it needs for maintenance is tires, there is no engine oil to change, and the brakes wear very slowly due to electric regeneration. Here's the year so far as recorded by the Leaf's "Carwings" system.



The PG&E tariff we are on is called E6 Net Energy Metering, it has three rates for the summer, and two rates in the winter. The rules and rates are described in these documents at the PG&E web site: Rules http://www.pge.com/tariffs/tm2/pdf/ELEC_SCHEDS_NEM.pdf and Rates http://www.pge.com/tariffs/tm2/pdf/ELEC_SCHEDS_E-6.pdf
The rate that PG&E will pay us for any extra KWh we generate is about 3 cents/KWh as described in this document http://www.pge.com/includes/docs/pdfs/shared/solar/AB920_RateTable.pdf
Our base overnight rate that we pay is around 10 cents/KWh, the afternoon rate is around 28 cents/KWh, this is why we can generate hundreds of dollars in a negative bill while using hundreds of KWh.

Our solar setup is in two arrays that I described on my blog before, the total summer peak output is about 10KW, and we get up to 70KWh per day. In the winter this drops to about 40KWh per day, and clouds and rainy days greatly reduce the output. We're in a sunny spot on top of the mountains, and the monthly output from the 6.5KW array is shown in the plots below since we turned it on in April 2011. The other array adds about half this amount. Our annual true-up period runs from the beginning of September to the end of August.



PG&E send us a bill every month for about $11 of connection fees and taxes, and the current running total. Our final bill for the last year is shown below. Solar costs were described in a previous post.






Saturday, June 16, 2012

Cloud Application Architectures: GOTO Aarhus, Denmark, October

Thanks to an invite via Michael Nygard, I ended up as a track chair for the GOTO Aarhus conference in Denmark in early October. The track subject is Cloud Application Architectures, and we have three speakers lined up. You can register with a discount using the code crof1000.

We are starting out with a talk from the Citrix Cloudstack folks about how to architect applications on open portable clouds. These implement a subset of functionality but have more implementation flexibility than public cloud services. [Randy Bias of Cloudscaling was going to give this talk but had to pull out of the trip due to other commitments].

To broaden our perspective somewhat, and get our hands dirty with real code, the next talk is a live demonstration by Ido Flatow, Building secured, scalable, low-latency web applications with the Windows Azure Platform.
In this session we will construct a secured, durable, scalable, low-latency web application with Windows Azure - Compute, Storage, CDN, ACS, Cache, SQL Azure, Full IIS, and more. This is a no-slides presentation!
Finally I will be giving my latest update on Globally Distributed Cloud Applications at Netflix.
Netflix grew rapidly and moved its streaming video service to the AWS cloud between 2009 and 2010. In 2011 the architecture was extended to use Apache Cassandra as a backend, and the service was internationalized to support Latin America. Early in 2012 Netflix launched in the UK and Ireland, using the the combination of AWS capacity in Ireland and Cassandra to create a truly global backend service. Since then the code that manages and operates the global Netflix platform is being released as a series of open source projects at netflix.github.com (Asgard, Priam etc.). The platform is structured as a large scale PaaS, strongly leveraging advanced features of AWS to deploy many thousands of instances. The platform has primary language support for Java/Tomcat with most management tools built using Groovy/Grails and operations tooling in Python. Continuous integration and deployment tooling leverages Jenkins, Ivy/Gradle, Artifactory. This talk will explain how to build your own custom PaaS on AWS using these components.

There are many other excellent speakers at this event, which is run by the same team as the global series of  QCon conferences, unfortunately, the cloud track runs at at the same time as Michael Nygard and Jez Humble on Continuous Delivery and Continuous Integration, however I'm doing another talk in the NoSQL track, (along with Martin Fowler and Coda Hale). Running Netflix on Cassandra in the Cloud.
Netflix used to be a traditional Datacenter based architecture using a few large Oracle database backends. Now it is one of the largest cloud based architectures, with master copies of all data living in Cassandra. This talk will discuss how we made the transition, how we automated and open sourced Cassandra management for tens of clusters and hundreds of nodes using Priam and Astyanax, backups, archiving and performance and scalability benchmarks.

I'm looking forward to meeting old friends, getting to know some new people, and visiting Denmark for the first time.  See you there!

Sunday, April 29, 2012

It's not obvious how to be insanely simple

three books that I read recently resonated with me and fitted together so I'm going to try to make sense of them in a blog post rather than in a series of cryptic tweets.

My son (who is a product manager at eBay) told me about the most recent publication:
Insanely Simple: The Obsession That Drives Apple's Success by Ken Segall

At the Defrag conference last year I saw Duncan Watts present and recently finished reading his book Everything Is Obvious: Once You Know The Answer

I also recently watched Sam Harris give his talk on Free Will, and then read the book.

The connection starts with Free Will, which explains what is really going in our heads, along with Everything is Obvious which explains how our minds work collectively and interact with the real world these two books are the "Missing Manuals" for our brains. It's hard enough to figure out what is going on in the world and how best to navigate it, but it's doubly hard when you don't realize how your subconscious is pulling the strings and how common sense is confusing everyone around you.

Inside your head, the conscious thread of thoughts that you hear are post rationalizing decisions that your subconscious mind has already made. Feeding yourself a broad range of information with an open mind, connecting to your intuition and letting the power of your subconscious find the right patterns and responses lets you make faster and better decisions.

In society, we are surrounded by common sense explanations that we use to post rationalize the events around us and which are fed to us by the media, historians, politicians and our friends. Duncan deconstructs common sense to show that these explanations are mirages driven by our inner need to find a narrative and cause for effects that are essentially random co-incidences with far less significance than we assume. He then explains what un-common sense looks like and how to question the received wisdom and have better strategies for getting things done successfully.

I'm not going to summarize the whole book but there is a very useful section that should be read by anyone doing "big data analytics" that sets out the kind of things that are know-able and what (and why) other things will always remain un-knowable and impossible to predict. The advice I distilled from the discussion of strategy is that there is so much randomness in the outcome of business decisions that you cannot reliably evaluate the difference between a good strategy and a poor strategy. If you are able to get ever more detailed data about what happened you become more convinced in the value of your analysis, but the predictions you make about what to do next don't get any better. This is a counter-intuitive outcome (i.e. it violates common sense), so please read the book, which explains why you shouldn't be trusting your common sense in the first place.

The positive things we can do to overcome random outcomes really resonated with me, as they put into words several of the things I've been doing for many years, which have in some sense given me a better way to understand what's going on and get stuff done. They also describe many of the ways that Netflix figures out how to build it's products.

The first thing I do when I hear something like A caused B is a reflex reaction, I flip it around in my head, take the devils advocate position, look at the situation from a few different angles. This can be quite annoying in "polite company" as I tend to question received wisdom and common sense assertions, however I usually find a missing piece of information that could falsify the assertion, and ask the question. It could be as simple as asking exactly what time A and B happened, since if B turned out to happen before A then the assertion is clearly false. In statistics and physics this is codified as asserting the null hypothesis. (I'm the son of a statistician and I have a Physics degree...).

At Netflix we always try to construct parallel "A/B" tests of our hypotheses, like the double blind tests used in clinical trials of new medicines. We take a large number of new customers and give them a range of different experiences for long enough to measure a difference in their responses. This is the only way to reliably tell whether a new feature works, and it often goes against the common sense of what we expect and what many customers and industry analysts helpfully suggest we should be doing. As Duncan explains we can usually figure out what factors will affect an outcome, but we are extremely poor judges of how to weight those factors, even with post rationalization of what we saw happen, and all we can do is bias the statistics in a preferred direction. A recurring example is the suggestion that Netflix should allow half-stars in its movie ratings, but it turns out that given more fine grain choice fewer people rate movies, and the reduction in the number of data points out-weighs the increased accuracy. We can post rationalize why this occurs as an example of giving people too much choice, but we don't have to rationalize it, we just measured it.

In the discussion of strategy Duncan talks about creating a set of strategies that cover many scenarios, and using scenario planning to build more flexible and fuzzy strategies which are more likely to work under a range of random external influences. By putting yourself in the path of possible good randomness and avoiding bad outcomes, you can "make your own luck". By detecting problems early and having the flexibility to adapt your strategy you can run around the problems that will randomly come your way. If instead you concentrate on coming up with the best possible strategy or assuming that previous success was due to strategy rather than random outcomes you are building a brittle future that is likely to disappoint you.

The final point I will lift from Duncan's discussion of uncommon sense is that speed of execution and iteration is another fine way to cheat the chance events that will derail your plans. Long term detailed plans are a waste of time. This is one of the foundations of agile development, where rapid iteration of product features lets you discover what your users actually do with your product, as opposed to what you thought they would do or what they say they will do.

This leads to the Insanely Simple book, which talks about Apple's approach to product design, with particular emphasis on branding and marketing since Ken Segall was the guy who came up with the i in iMac and has many other fascinating stories. One reason I like working at Netflix is that for agile web services, product ideas can be built and tested in a week or a month, and fixed in minutes. For Apple they work on products for years and need to have them work perfectly when they are released. This gives them two big problems, since its hard to iterate and hard to test ideas and products in advance. Their solution seems to be that they allow better ideas to form and develop, take bigger risks and make decisions faster than their competition, which helps stay ahead of the market. The Insanely Simple design philosophy is based on the idea that its easy to listen to all those great common sense ideas about features your product has to have, but if you learn to ignore the common sense and give the customers a simple and distilled experience you will reach beyond the people who want a complicated product and find a much bigger market of people who were waiting for a simple way to get something done. Apple's competitors are so bogged down in committees and approval processes, and helpful common sense advice from customers that they are unable to release simple products.

A key example from the book is that Apple has had many award winning advertising campaigns, "Think Different", "PC and Mac" and the iPod silhouette, and none of them were test marketed in advance. Their competitors make less risky adverts after getting broad internal consensus, take much longer to get them to market and fail to understand that the success of an advert is a randomized event (with lots of useless common sense post rationalizations) so the test market response is a very poor predictor of success. It's more important to be bold, different and go big. For example Apple only advertised Think Different on the back cover of magazines, which costs far more but has a much bigger impact than inside pages.

From these three books I've found some useful focus on how to approach things, but they also give me some backup to explain to others why I think some things are important. A key part of what I have been doing for Netflix is looking out into the future of cloud and related technologies and developing a portfolio of fuzzy strategies and options. They don't all work out, but by having a well instrumented but loosely coordinated architecture that doesn't have central control and strict processes we can iterate rapidly, adopt (and discard) interesting new technologies as they come along. We can all have more fun and less frustration making Netflix Insanely Simple, and ignore all the bad common sense advice and analyst opinions that swirl around everything we do.

I'm planning a complete re-write of my cloud architecture tutorial for Gluecon in May, that will be a great opportunity to discuss these things in person over a few beers, and now is a good time to sign up to attend - you can get a 10% discount with code spkr12.