Category Archives: Blogging

5 data points I track for reputation & career building

When I tell people I’ve been independent for two decades, they often look at me surprised. How do you do that? How do you keep business coming in?

recent linkedin views

Join 32,000 others and follow Sean Hull on twitter @hullsean.

As a freelancer you surely have to be on top of changing trends, and where the wind is blowing. But whether you’re a CEO or CTO of a larger firm, or a developer, HR or marketing director, you can also benefit by actively tracking yourself. Career building never ends…

1. Real Leads

This is probably the hardest metric to track, but the most important. A lead is anyone who may potentially hire my services. These can come from Linkedin, newsletter subscribers, or via a Google search. I track how they reached me, and how warm the lead is.

I do also track when recruiters reach out, as I think this can serve as a useful barometer as well. Also as my blog has grown, I get a lot of SEO bloggers, fishing for sites they can post backlinks on. Although I rarely entertain them, it is a useful reflection of how popular your site is getting.

Also: Are we fast approaching cloud-mageddon?

2. Newsletter signups

I think of the newsletter as an extension of my blog. I invite everyone I’ve ever touched in business. This includes coworkers, to colleagues at meetups & conferences. I invite recruiters & headhunters as well, because name recognition & reputation building is also important.

The newsletter is a way to show up in the inbox of everybody you’ve ever worked with. Month after month, year in and year out, you’re plodding away & doing your thing. It’s a reminder that you’re out there, and colleagues, CEOs & CTOs refer me all the time. It’s been very valuable over ten years.

newsletter signups

I also track email opens & email clicks. Those range around 25% and 10% respectively. I know when I’ve hit a topic that resonates & try to have that inform future content direction.

Related: The Myth of Five Nines

3. Linkedin Views

Linkedin is super valuable too. They provide a nice graph of how many times your profile was viewed weekly through to the last 90 days. This is super useful to find out if your resume & profile is keyword rich.

I like to actively tweak my profile, for the latest trending terminology. For example in the 90’s Unix Administrator or Systems Administrator was common, but nowadays everyone likes to say SRE. What’s that? Site Reliability Engineer. Yes it’s a buzzword, and as it turns out people use trending terms & buzzwords to search for people with your skills.

So get on it, and edit those terms!

Read: Is Amazon too big to fail?

4. Website Visitors

In a services business you don’t usually sell widgets on your website. However, I like to think of a web presense as my business card. So in that light, more visitors means more renown. That projects your personal brand, and builds it long term.

website visitors

Also: When hosting data on Amazon turns bloodsport

5. Klout Score

Klout score is a rough measure of how active you are across social media. Twitter is a big one, but it also finds you on Linkedin & other platforms as well. Although the score is far from perfect, it does give you a sense of reputation & noteriety, which do ultimately translate to business.

Also: 5 Things Toxic To Scalability

Get more. Grab our exclusive monthly Scalable Startups. We share tips and special content. Our latest Why I don’t work with recruiters

Why I like Etsy’s site performance report

etsy code as craft

Etsy publishes a great tech blog titled Code As Craft.

Join 28,000 others and follow Sean Hull on twitter @hullsean.

I was recently sifting through some of their newer posts & stumbled upon their Q2 2015 Site Performance Report. It’s really in-depth, though not impossibly technical. Here’s what I liked.

1. Transparency to business & public

Show real performance to customers

The first thing I thought while reading, is the strong show of transparency. The blog is public, so it’s not just an internally facing document that shares with the company, but sharing with the wider world. True, presented as a technical post it may only appeal to a segment of readers, but it’s great none the less.

Show real performance to non-technical business units

I think this kind of analysis & summary also provides transparency to the business itself. Product teams, business operations & sales teams can all view what’s happening. Where are there problems? What is being done to address them?

Also: When hosting data on Amazon turns bloodsport

2. Highlighting change

Added pagination to the cart

One thing that popped out, was the discussion of pagination changes, that impacted page load times in the shopping cart. Page load times in the shopping cart are particularly crucial, because that’s where customers can “abandon” an order out of frustration.

Illustrating performance impact to product decisions

When product is evaluating that new feature, and they can see how changes affect performance, it better *sells* what all those engineering resources are being used for.

Related: 5 reasons to move data to amazon redshift

3. Where we don’t have data

We can’t analyze what data we haven’t captured

The report highlights that data around the shopping cart is new. That’s great because it highlights what the value collecting data offers, by providing new insights that were not available previously. This also pushes for more metrics collection & analysis as the business begins to see the value of all of this gymnastics.

Read: Is Amazon too big to fail?

4. Product tradeoffs

The discussion around the shopping cart performance also illustrates how the business makes product decisions. The engineering team can only build & write so much code. Deciding to spend time on pagination, means time not spent on some other new feature. Which is more valuable? Selling new feature A in one corner of the product, that customers may spend real money on? Or speeding up page load times on page B?

Also: Is Apple betting against big data?

5. Cleaner data

At a Look & Tell event, I heard Lincoln Ritter talk about Data as a product to the business.

When you expose a performance report like this to the business, an iterative process begins to happen. The company gains insight from the report, makes better decisions, and thus can spend more energy time & resources on clean data. Cleaner data in term means better reports, which produce better decisions & so on.

Also: What is venue analytics & why is it important?

Get more. Grab our exclusive monthly Scalable Startups. We share tips and special content. Our latest Why I don’t work with recruiters

How 1and1 failed me

1and1 fail

I manage this blog myself. Not just the content, but also the technology it runs on. The systems & servers are from a hosting company called 1and1.com. And recently I had some serious problems.

Join 31,000 others and follow Sean Hull on twitter @hullsean.

The publishing platform wordpress, as a few versions out of date. Because of that some vulnerabilities surfaced.

1. Malware from Odessa

While my eyes were on content, some russian hackers managed to scan my server & due to the older version of wordpress, found a way to install some malware onto the box. This would be invisible to most users, but was nevertheless dangerous. As a domain name with a fifteen year life, it has some credibility among the algorithms & search engines. There’s some trust there.

Google identified the malware, and emailed me about it. That was the first I was alerted in mid-August. That was a few days before I left for vacation, but given the severity of it, I jumped on the problem right away.

Also: Why I say Always be publishing

2. Heading off a lockout

I ordered up a new server from 1and1.com to rebuild. I then set to work moving over content, and completely reinstalled the latest version of wordpress.

Since it was within the old theme that the malware files had been hidden, I eliminated that whole directory & all files, and configured the blog with the newest wordpress theme.

Around that time I got some communication from 1and1. As it turns out they had been notified by google as well. Makes sense.

Given the shortage of time, and my imminent vacation, I quickly called 1and1. As always their support team was there & easy to reach. This felt reassuring. I explained the issue, how it occurred and all the details of how the server & publishing system had been rebuillt from the ground up.

This was August 24th timeframe. As I had received emails about a potential lockout, I was reassured by the support specialist that the problem had been resolved to their satisfaction.

Read: Do managers underestimate operational cost?

3. Vacation implosion

I happily left for vacation knowing that all my hard work had been well spent.

Meantime around August 25th, 1and1.com sent me further emails asking me for “additional details”. Apparently the “I’m going on vacation” note had not made it to their security division. Another day goes by and since they received no email from me the server was locked!

Being locked, means it is completely unreachable. Totally offline. No bueno! That’s certainly frustrating, but websites do go down. What happened next was worse.

Since I use Mailchimp to host my newsletter, I write that well in advance each month. Just like clockwork the emails go out to my 1100 subscribers on September 1st. Many of those are opened & hundreds click on the link. And there they are faced with a blank screen & browser. Nothing. Zilch! Offline!

Also: Why I use Airbnb chat even when texting is easier

4. The aftermath

As I return to connectivity, I begin sifting through my emails. I receive quite a few from friends in colleagues explaining that they couldn’t view my newsletter. I immediately remember my conversation with 1and1, their assurances that the server won’t be locked out, and that all is well. I’m thinking “I bet that server got locked out anyway”. Damn it, I’m angry.

Taking a deep breath, I call up 1and1 and get on the line with a support tech. Being careful not to show my frustration, I explain the situation again. I also explain how my server was down for two weeks and how it was offline during a key moment when my newsletter goes out.

The tech is able to reach out to the security department & explain things again. Without any additional changes to my server or technical configuration they are then able to unlock the server. Sad proof of a beurocratic mixup if there ever was one.

Also: Is Amazon too big to fail?

5. Reflections on complexity

For me this example illustrates the complexity in modern systems. As the internet gets more & more complex, some argue that we are building a sort of house of cards. So many moving parts, so many vendors, so many layers of software & so many pieces to patch & update.

As things get more complex, their are more cracks for the hackers to exploit. And patching those up becomes ever more daunting.

Related: Are we fast approaching cloud-mageddon?

Get more. Grab our exclusive monthly Scalable Startups. We share tips and special content. Our latest Why I don’t work with recruiters

Always be publishing

giraffe zebras

Join 28,000 others and follow Sean Hull on twitter @hullsean.

As an advisor to New York area startups & an long time entrepreneur, I’ve found writing & publishing to be extremely valuable use of time.

I follow the motto “Always be publishing” here’s why.

1. Form your voice

According to Fred Wilson, blogging has been one of the seminal decisions contributing to his success.


“It’s like Venus Fly Paper. When I write about topics that are relevant, suddenly anybody with a startup solution in that field will approach us. This works brilliantly.”

Also: 5 Things I learned from Fred Wilson & Mark Suster

2. Get in the conversation

The world online moves quickly and it can move in surprising directions. Hype, hysteria & buzz can direct the conversation as much as facts.

Getting into the conversation allows you to weigh in. This builds your credibility. As it puts you in the line of fire, you stand up & get heard.

Related: Is blogging crucial to career building?

3. Be in the line of fire

In sales there’s a saying, “always be closing”. It means always be in front of your customers, always be on point, always be getting deals done. That’s embodying your role as a salesman.

For builders, consultants, advisors, speakers & entrepreneurs, writing puts you directly in the line of fire. You express your opinions online loud & clear. Sometimes you will find critics picking apart your ideas. Sometimes they may correct you.

This process will help you hone your ideas. Strengthen some & modify & adjust others. All of it is good.

Read: Is building traffic & pagerank possible through active blogging?

4. Share your knowledge

As an advisor, entrepeneur or professional services consultant you sell your knowledge & expertise. Why not share a bit of that with the world at large.

This is one part good samaritan, and one part testimonial of your skill & style.

Also: Is Ryan Holiday about the internet & the death of journalism?

5. Learn by doing

Back in 2001 I wrote a book called Oracle + Open Source.

Along the way, writing chapter after chapter of material, there were times when I had to brush up on material. Or write & rewrite sections. Some of it wasn’t explained well, and other material I didn’t know as well as I needed to.

Today I intersperse howtos with writing on consulting, or industry trends. Inevitably a howto like Wrestling with bears or how I tamed Tungsten Replicator involves a lot of hands-on learning.

All of this is driven by blogging & publishing.

Also: Is the difference between dev & ops a four-letter word?

Get more. Grab our exclusive monthly Scalable Startups. We share tips and special content. Our latest Why I don’t work with recruiters

If you’re building a startup tech blog you need to ask yourself this question

Editor & writer in friendly dialog

Join 28,000 others and follow Sean Hull on twitter @hullsean.

I work at a lot of startups, and these days more and more are building tech blogs. With titles like labs or engineering at acme inc, these can be great ways to build your brand, and bring in strong talent.

So how do we make them succeed? It turns out many of the techniques that work for other blogs apply here, and regular attention can yield big gains.

1. Am I using snappy headlines?

Like it or not we live in a news world dominated by sites like Upworthy, Business Insider, Gawker & Huffpo. Ryan Holiday gained fame using a gonzo style as director of marketing at American Apparel. Ryan argues that old-style yellow journalism is back with a vengence.

Click bait asside, you *do* still need to write headlines that will click. What works often is for your title to be a little sound bite, encapsulating the gist of your post, but leaving enough hook that people need to click. Don’t be afraid to push the envelope a bit.

Also: Which tech do startups use most?

2. Line up those share buttons & feedburner

Of course you want to make the posts easy as hell to share. Cross posting on twitter, linkedin, facebook and whereever else your audience hangs out is a must. Use tools like hootsuite & buffer to line up a pipeline of content, and try different titles to see which are working.

You’ll also want to enable feedburner. Some folks will add your blog to feedly. Subscriber counts there can be a good indication of how it is growing in popularity too.

Related: Do today’s startups assemble software at their own risk?

3. Watch & listen to google analytics

You’re going to keep an eye on traffic by installing a beacon into your page header. There are lots of solutions, GA being the obvious one because it’s free. But how to use it?

Ask yourself questions. Who are my readers? Where are they coming from? How long do they spend on average? Do some pages spur readers to read more? Is there copy that works better for readers? Are my readers converting?

It’ll take time if you’re new to the tool, but start with questions like those.

Read: Is automation killing old-school operations?

4. Optimize your SEO a little bit

Although you don’t want to go overboard here, you do want to pay some attention. Using keyword rich titles, and < h2 > tags, along with wordpress SEO plugins that support other meta html tags means you’ll be speaking the language search engines understand. Add tags & categories that are relevant to your content.

Don’t overdo it though. Stick to a handful of tags per post. If you add zillions with lots of word order combinations & so forth, this kind of stuff may tip of the search engines in ways that work against you.

Check out: How to hire a developer that doesn’t suck

5. Search for untapped keywords

When I first started getting serious about blogging, I had an intern helping me with SEO. She did some searching with the moz keyword research tools and found some gems. These are searches that internet users are doing, but for which there still is not great content for.

For example if results showed “cool tech startups in gowanus brooklyn” had no strong results, then writing an article that covered this topic would be a winner right away.

These are big opportunities, because it means if you write directly for that search, you’ll rank highly for all those readers, and quickly grow traffic.

Read also: 5 things toxic to scalability

Get more. Grab our exclusive monthly Scalable Startups. We share tips and special content. Our latest Why I don’t work with recruiters

How to increase newsletter signup conversions with nifty iphone trick

If you’re like me & spending a lot of time on twitter, I hope you’re also seeing the traffic growth I’m seeing. I’m sharing a stream of posts using hootsuite, then actively engaging with journalists, VCs, startups & technology experts.

That’s all great, and I’m finding more and more it’s a good use of my time.

Recently I started using a cool iphone feature to let followers know about my newsletter. It’s called a shortcut.

Have you ever mistyped a word on iOS? It then offers up the correct spelling. Through this same mechanism, there is an awesome way to quickly type anything. Use a two or three character shortcut to type a paragraph.

Take a look, here’s what I mean.

1. Click through to Settings->General->Keyboard

Open your iphone settings, and navigate through General, and then Keyboard.

keyboard tab

Also: Why you should track your time on social media

2. Find the Shortcuts tab

Navigate until you find shortcuts. It should look like this:

shortcuts tab

Read: Do managers underestimate operational costs?

3. Create a shortcut

Add a new shortcut with the plus button.

create shortcut

Phrase: “u may also like my newsletter http://iheavy.com/signup-scalable-startups-newsletter”

Shortcut: mytest

edit shortcut

Related: When I had to take the fall

4. Use your new shortcut on twitter

Responding to a new follower, or in a dialog with a journalist? In a response somewhere along the way, type “dyo”. Just like a typo correction, you’ll see iOS offer you a completion, the full text you want to use. Click (space) to accept it.

use shortcut

Check this: Why a killer title make or break your content efforts

5. Post it periodically using trending hashtags

Open twitter & click timelines->discover

Click View more trending…

Scroll through for related topics. For me anything technology, startup, scalability, devops, venture, founder, database related, I’ll use that word, hashtag of phrase.

(BONUS) Create four or five shortcut variations

Nobody wants to see the same thing repeated over and over. So create a few variations. Mix it up a bit.

I’m seeing huge conversion rate on these. I haven’t measured yet (not sure how), but anecdotally I’d say in the 30-50% range. In other words if I mentioned my newsletter to 10 people during the day on twitter, I get about 3-5 new signups. This compared to one newsletter signup per day, passively through my blog.

By directly imploring people to signup, you bring it front and center to their already busy & distracted attention. It works!

Read: Is scaling automatic in the cloud?

Get more. Grab our exclusive monthly Scalable Startups. We share tips and special content. Our latest Why I don’t work with recruiters

Round up of recent scalability, startup & social media posts

strawberries

If you’re checking back in, we’ve written a lot of new content recently. Here are some highlights for digging a little deeper.

Join 13,000 others and follow Sean Hull on twitter @hullsean.

1. Why you should evaluate carefully before hiring a consultant

You’re a startup, and you’re grappling with some particularly thorny problems. You’ve gotten pocked and scratched, and are still struggling with big issues. So you’ve decided to hire a consultant, now what?

Evaluating consultants is a key step to ensure you find someone you can work with. But how is the process different from interviewing a candidate for a fulltime role? Here’s our thoughts on it.

2. Why a killer title can make or break your content efforts

For devops & techops bloggers out there, I’ve put together this quick howto guide. Titles really make the difference as to whether your content gets noticed, or ends up dying on the vine.

Don’t let it happen. Practice some creative title writing and other tips and you’ll be zooming your way to the top!

3. Why real world high availability is so hard to deliver

Five nines, goes the saying, is the gold standard for availability. But if it is really a standard, then why the heck isn’t anybody really achieving it?

4. Why a four letter word divides dev and ops

The on-going battle between developers and operations teams rages, devops be damned. Here’s our take on the age-old turf war!

5. Why Amazon RDS doesn’t support Percona or MariaDB

Should I use Amazon RDS or build my own MySQL box on EC2? It’s a question I hear constantly from clients and prospects. The answer of course is it depends!

In this short article, I hit on some of the typical use cases, and discuss which solution is best. If you’re interested in Percona & MariaDB, you’ll want to take a look.

6. Why techops talent is in short supply

Database administrators? Systems administrators? Ops teams? They don’t carry the sexy allure that rock star developers do, but once code is deployed, and out in the wild, these are the swat teams, and national guardsmen that you’ll rely on everyday. They’ll monitor your systems, and when necessary wake at 3am to repair things that have fallen over.

Despite their crucial role in web application deployments in the cloud, they remain in short supply.

7. 5 more things deadly to scalability

Scalability is the goal every fast growth startup struggles with. Here are some key best practices to keep reliability and capacity in the crosshairs.

8. Why the Twitter IPO makes a shocking admission about scalability

Flip through a tech company IPO filing, and you’ll find some rather vulnerable admissions about data centers and fragile architectures. How can this even be possible, for a major internet firm that’s dealt with the fail whale many times before?

9. Why reaching journalists with email fails where social media & twitter succeed

After reading Adrienne Erin’s 7 deadly sins of pitching I felt discouraged. Everything she said in there I had done. Pitching is a game neither writers or journalists enjoy. I’d long since given up on it.

Then I thought about it some more. Actually I’d had some good success reaching journalists on social media. I just didn’t really think of it as pitching per se. That’s because it was more like getting into the conversation. It was almost like the networking and hob nobbing we do naturally at conferences and meetups. So I wrote about what worked for me. Read more

10. 25 Rumsfelds Rules for startups & managers with tweetible links

Donald Rumsfeld, what can be said? What can’t be said? Well for all controversy and bad press you have to give him credit for some great one liners.

I picked up his new book, and couldn’t put it down. There’s inspiration on every page!

So I selected out my twenty five favorite quotes, and included them here for your twitter enjoyment!

Get more. Grab our exclusive monthly Scalable Startups. We share tips and special content. Our latest Why I don’t work with recruiters

Why email pitching fails when social media succeeds

Editor & writer in friendly dialog

I was reading Adrienne Erin’s muck rack list 7 deadly sins of pitching. It struck me that I had committed many of the sins she mentioned. Maybe I was writing too much, or emailing at the wrong time, or being boring. It’s possible. Unfortunately I don’t know which of the sins to work on. Because there was no dialog.

But thinking about it more, maybe it’s just the nature of email? I’ve definitely tried pitching before, and didn’t seem to get anywhere. Not even a response. It seemed all that formality was falling flat. Ultimately email pitching is a waste of time. There I said it. I’ve sent them, never seemed to get me very far, try, try as I might.

Join 13,000 others and follow Sean Hull on twitter @hullsean.

Reading her sins though, I did feel inspired a bit to write about what has worked for me. And what has worked from time to time is having real conversations on twitter.

What I’ve learned is, drum roll please… don’t make pitching like cold calling or online dating. Because those lack context. Without that, you’re just a stranger…

So what do I do? Here’s what’s worked for me.

1. Twitter has tools, make a list

Search google for a Gigaom, Forbes, Pando or ReadWrite and you can find a list of twitter handles. But they’re all not created equally.

Some folks use twitter as a one-way ticker, but don’t converse much. Or they focus on topics not related to industry & business. Others actively use twitter professionally. Look for the latter folks.

Related: Why the Twitter IPO makes a shocking admission on scalability

2. Check that list, get interested

I could use the word “engage” but I feel it’s lost it’s meaning. The point here is that twitter is one giant conversation, among folks some known personally, and some only in the social sphere..

Comment on articles, add your opinion, or mention a quote or bit of the piece you thought really struck a nerve.

Also: Why a killer title can make or break your content efforts

3. Be helpful, share something you know

Don’t just charge in like a bull, asking for something. No one likes this in business. It’s why I’m frustrated sometimes with recruiters.

See a typo in a title or article, or something that might be awry? Spot a fact that needs clarification? Why not help a reporter out. LOL Think if you were hiring, what type of people would you most likely hire? Those who are helpful.

Read: Why high availability is so very hard to deliver

4. Strike while the iron is hot!

Making a connection is great. And not easy. So don’t go screwing it up asking for too much. Ask if they’re looking for guest bloggers, and who to talk to on your selected topic. Hopefully if you’re already working this hard for a publication, you’ve checked that!

When you have someone’s ear it’s important to avail yourself of it. Email offline, and share some topic ideas, and sexy titles. To me the title is the name of the game these days. Have some in mind. Show that you’re already playing with titles. If you get a good, vibe, write some new material

Read this: Why you should evaluate before hiring a consultant

5. Be open to criticism

Listen more than you speak and heed the guest posting guidelines.

Hear what the editor is suggesting, and be willing to move in a direction that might appeal to the largest audience.

Get something back in a few days. Extending the hot iron metaphor, no time like the present!

Good luck!

Read: Why generalists are better at scaling the web

Get more. Grab our exclusive monthly Scalable Startups. We share tips and special content. Our latest Why I don’t work with recruiters

5 startup & scalability blogs I never miss – week 2

5 blogs week 2

Join 11,500 others and follow Sean Hull on twitter @hullsean.

Hunter Walk – Startups

If you want to have your finger on the pulse of startup land, there aren’t many better places to start than Hunter Walk’s 99% humble writings. Google finds his top posts on topics like AngelList, Advisors, and reinventing the movie theatre. Good writing, insiders view.

Read: NYC technology startups are hiring

Arnold Waldstein – Marketing

I first found Arnold’s blog using my trusty disqus discovery hack. He had written an interesting piece about new mobile shopping at popup stores like Kate Spade.

Follow him on Disqus, follow the blog, get the newsletter. All good stuff.

Read This: Why hiring is a numbers game

Claire Diaz Ortiz – Social Media

Claire writes a lot about social media, twitter & blogging. She wrote an excellent guide to increasing your pagerank, another on 30 important people to follow on twitter and more. She can even help you find a job.

Check out: Top MySQL DBA Interview questions for candidates, managers & recruiters

Bruce Schneier – Security

Bruce Schneier is one of the original bad boys of computer security. He writes about broad topics, that affect us all everyday from common sense about airport security, to the impacts of cryptography for you and me. Very worth looking at regularly, just to see what he’s paying attention to.

Also: Why operations & MySQL DBA talent is hard to find

Eric Hammond – Amazon Cloud

Eric Hammond has been writing about Amazon Web Services, EC2 & Ubuntu for years now. He maintains and releases some excellent AMIs, those are the machine images for spinning up new servers in Amazon’s cloud.

Even if you’re not big on the command line, you can get a lot of critical insight about the Amazon cloud by keeping up with his blog. Jeff Barr’s AWS blog is also good, but not nearly as critical and boots on the ground as Eric’s.

Also: 8 Questions to ask an AWS expert

Get some in your inbox: Exclusive monthly Scalable Startups. We share tips and special content. Here’s a sample

5 Superb blogs this week

Why wait for the new year to start something new? I come across a lot of great new blogs, while digging through the interwebs. So I thought I’d start a regular column to feature the best ones. We’ll including gems from web 2.0 industry, startups, business & management, and of course some technical devops & cloud computing ones.

Join 11,000 others and follow Sean Hull on twitter @hullsean.

1. Todd Hoff’s High Scalability

Todd Hoff’s High Scalability has been around for years, and offers up a cup of espresso for your infrastructure daily. From important topics like why you should avoid ORMs (Object Relational Modelers see post on technical debt) to regular scalability around the web posts to keep you on track.

He also features great articles under the title “real life architectures” from heavyweights such as facebook, twitter & youtube. These are the gold nuggets that are indispensable to devops and startups.

Read This: 5 Reasons Devops Should Blog

2. Albert Wenger’s Continuations

I was tipped off to Continuations using the Disqus commenting system’s discovery features. Click through to the community tab on say Fred Wilson’s AVC blog and you can find top commenters and where they blog at.

Wenger’s posts include such gems as Anatomy of a URL, giving a lay audience a little insight into the ubiquitous web paths and Computing Building Blocks which dissects the internet stack for everyone. As a partner at Union Square Ventures he’s obviously looped in with the big boys, but his writing style is so great he offers a model for technical bloggers everywhere.

Check out: A CTO Must Never Do This

3. Andrew Chen

Let’s face it Andrew Chen is the rock star I want to be! He’s got tons of organic followers on twitter, and reading his blog & newsletter it’s no surprise. He’s bright, and always provides Nate Silver style insights & new perspectives.

What is a minimal homepage, and how will it help me increase signups? Why can’t I seem to find a technical co-founder? What’s a minimum desirable product? You’ll see why Dave MacClure & Mitch Kapor work with him.

Read: AirBNB Didn’t Have to Fail – AWS Outage Postmortem

4. John Paul Aguiar

John’s website may appear a bit busy at first, but that’s just because it is so chock full of useful content. He offers very hands on, down in the trenches advice for bloggers & entrepreneurs. 150k followers on twitter, and articles that get retweeted hundreds of times, means he’s done the A/B testing, and learned to write clearly, and has great insights to share.

One thing he does is a weekly piece on entrepreneurs & users to follow on twitter. That great feature inspired this very post, not least because it offers a steady stream of things to write about, but because I was also featured there recently. I feel like I’ve hit the big time, thanks John!

Related: How to Hire a Developer That Doesn’t Suck

5. Krebs on Security

Brian Krebs is a bad boy. According to Bruce Schneier he apparently pissed someone off so bad, they had illegal substances sent to him through the mail in attempt to frame him.

Clearly his security research and writing is not appreciated by everyone. That said take a look at his website. You’d be shocked to learn what an ATM skimmer is, or what is the value of a hacked PC. Phishing, bots, email spam, gaming & reputation hijacking are just a few of the criminal activities that go on.

Also: The Myth of Five Nines

Get some in your inbox: Exclusive monthly Scalable Startups. We share tips and special content. Here’s a sample