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The 10x Difference
Posted on: . by Pradeep Madhavarapu

The 10x Difference

Every once in a while, new technology at one layer enables a whole host of products at another layer to be reinvented, providing new features or solving new use cases that could not be solved earlier. I was fortunate enough to build a breakthrough product, Amazon Aurora, during one such episode of reinventions - the elasticity and multi-tenancy of cloud computing plus the availability of SSDs allowed us to build a practical distributed relational database that was 10x better than the status quo. When Darshan and Monish talked to me about Isima, I was pleasantly surprised to see a similar opportunity for reinvention in the big-data and analytics space. It Doesn't Make Any Noise! In the '80s, the first generation of refrigerators had been adopted by the Indian middle class, and the second generation was just coming out. One of the players had a TV ad that stayed with me1. In the ad, ...

Courage is Destiny
Posted on: . by Ashmeet Sidana

Courage is Destiny

Courage is Destiny. This motto from my elementary school has guided me throughout my life and to this day as I back visionary entrepreneurs. I believe one can achieve whatever she or he aims for, by taking thoughtful risks with courage. In its purest form (and ignoring the frenzy that we ...

Pivots, somersaults, jaywalking
Posted on: . by Ken Denman

Pivots, somersaults, jaywalking

A startup that hasn’t pivoted, doesn’t exist. Pivots, somersaults, jaywalking – are all parts of a startup’s journey. Anyone who says otherwise haven’t told you the complete story. Luckily Isima isn’t one of those. Believe me when I say this because, folks, I have seen it ...

The Walls of Enterprise Architecture
Posted on: . by Darshan Rawal

The Walls of Enterprise Architecture

Why did we start Isima? Monish and I have been part of delivering innovations years before they went mainstream in areas of operating systems, scalable distributed systems, ML for click-fraud, networking improvements, and platforms using APIs done right. Moreover, we have jaywalked ...

Is complexity inevitable?
Posted on: . by Monish Suvarna

Is complexity inevitable?

Is accidental complexity the norm for Software? Isima was born because Darshan and I saw so much complexity in Data Solutions where the answers were simple. Some of the complexity came from integrating many different good products instead of thinking end to end. We saw layer after layer ...