Adrian Cockcroft has enjoyed a long career working at the leading edge of technology, having helped Sun Microsystems, eBay, and Netflix build and scale their systems. When he’s not serving as a Technology Fellow at Battery Ventures, he writes and speaks extensively about a range of subjects, including his fascination with what comes next. We talked with Adrian about keeping up with technology trends, what makes something intuitive, and which innovations that have surprised him during the last decade.
How did you get to where you are today?
I started out wanting to know how everything worked and got a Physics degree in London. After, I wrote software for a living until I joined Sun Microsystems and spent my time there explaining how Suns worked to customers. I moved to the USA and wrote a few books in the 1990’s including Sun Performance and Tuning. I spent time at eBay learning about large scale web services and moved to Netflix as they launched streaming in 2007. In 2010, I became the cloud architect for Netflix and started explaining cloud-native architecture to everyone else. In 2014, I moved to Battery Ventures to help find interesting companies to invest in and help our portfolio companies scale.
You’re speaking about complex technology at this year’s upcoming YOW! Conference in Australia. What about the event are you most looking forward to?
I attended YOW! 2013 and found that unlike most conferences, the speakers at YOW! Conference travel as a group from Melbourne to Brisbane to Sydney and really get to know each other.
There is also an opportunity to evolve and tune the content, as well as its presentation. I’m really looking forward to hearing new things and making new friends.
Tell us: how do you define something as ‘complicated’?
Complicated things have lots of moving parts and relationships between them, which are initially confusing to try and understand.
In contrast, what makes technology intuitive?
When we have a mental model for how something should work it becomes intuitive, we can manipulate it and the behaviors become more predictable.
How are complicated and intuitive related, if at all? Is there a specific use case you often share to explain the relationship between the two?
Things that start off looking complicated can be learned over time by individuals and groups of people so that they eventually become intuitive. For example, driving a car is very complicated, not only controlling the vehicle, but navigating roads and around other drivers, but it has become intuitive to many people.
You’ve done some incredible work at well-known companies during your career. What, if any, innovations have surprised you?
When Apple released the initial iPhone, it wasn’t a surprise, but the quality of the user interface experience was so deeply intuitive that it surprised everyone.
I saw a two year old using one of the first iPhones, and that was the inspiration for a hack-day project I did at Netflix to create a Netflix for Kids on iPad demo.
This helped the real Netflix for Kids product get started.
What’s the most challenging part about keeping up with your rapidly changing industry?
I’m constantly exposed to new people and ideas, so the challenging part is to figure out which ideas are going to take off, and which will fade away.
What other industry events, courses, and reading do you enjoy?
I focus on two kinds of events: developer and DevOps oriented conferences that discuss and communicate the state of the art, like the GOTO conference series, DevOps Days, Monitorama and Gluecon; and management oriented events like CIO summits where my focus is on how to setup an organization to be innovative.
Where can we find you online?
Find me on Twitter @adrianco.
Last, how do you like your coffee?
I love cappuccino.
YOW Connected! is a conference for developers, by developers. Learn more about Adrian’s upcoming panel and register for this year’s event here.