Mike Grandinetti, Reduxio | Beyond The Blocks
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Mike Grandinetti, Reduxio | Beyond The Blocks


>>Narrator: From the
Silicon Angle Media office, in Boston, Massachusets. It’s The Cube. Now here’s you host, Stu Miniman.>>Hi, I’m Stu Miniman and
we’re coming to you from the Boston area studio here of The Cube. Excited to talk about some
of my favorite topics. Talking about the culture,
innovation, and really transformation in what’s
happening in data center. Digital transformation
is on everybody’s mind. Specifically happy to
welcome Mike Grandinetti who is the Chief Marketing
and Corporate Strategy Officer with Reduxio. Mike, thanks so much for joining us.>>Stu, thank you so much for having me. Great to be out here with you today.>>Alright, so you’re a local guy?>>Mike: Yeah.>>We’re glad that you could join us here. Before we jump into the
company tells a little about your background, what you worked on, what brought you to Reduxio.>>In a nutshell I guess
my background is all about innovation. I’ve sort of eat, breathe
and slept innovation for the last 25 years of my career. So I started off as an
engineer in Silicon Valley with HP back when Bill and
Dave were still around. At a time when it was
America’s most admired company. Was a remarkable sort of
introduction to what is possible. Went back, got my MBA, did
several years at McKinzie doing corporate strategy consulting. Mostly around innovation related projects. And then I moved up here
to Boston to be a part of the first of what is
now eight consecutive enterprise venture
capital backed start ups. And I’ve been lucky enough
that two of those went public on the NASDAQ. The prior seven have all
been acquired by companies like AT&T and Oracle. And now Reduxio is my eighth start up. We’re really having a great
time building this business.>>Great, we’re definitely
going to big into some of the innovations of Redux I O.>>Yes.>>So the name kind of tells itself. We’ve seen a few companies
with the I O at the end. We’ve talked so much
that when we’ve talked about kind of 2018 data is
at the center of everything. Really what is driving business. So for an audience that
hasn’t run across Reduxio kind of give us the why and the what.>>Yeah, and so to your point,
data’s driving everything. Mark Andressen famously said
software’s eating the world. I think if we were to
update that it’s data is eating the world. And so I think you and I
have had this discussion off camera. Whether it’s fair or
not, I think it’s true. And it needs to be stated
that the amount of innovation that has occurred in the
storage industry over the last 20 years, has been
disappointing at best. The solutions that have
evolved have evolved in an extremely fragmented way. They are over, way too complex. They’re way too expensive. And because it’s a
collection of piece parts, you’ve got to manage multiple screens, multiple learning curves. And a lot of things
fall through the cracks. So when you go and look at
some of the research data from a wide range of analysts,
what you hear from them is there’s this extraordinary
lack of confidence that even though I’ve
spend a ton of money, invested a lot of staff time and attention to building out this infrastructure, very lacking in confidence
that I’m actually going to get that data back when I need it. So it’s the old adage,
it’s time to fix it. So this is exactly what the
founders of Reduxio saw. They were looking at
this evolutionary path and saying people are
just making it worse. So they did what many people
would condsider to be radical. They threw out the entire
playbook of what storage architecture has been and
they took a clean sheet of paper, design centric approach. What are the use cases? Where are we in the world
with regard to technology? And how do we design and
experience for storage admin or BD admin or a person in the dev center that doesn’t require a PhD in storage? And so that’s kind of
what the premise was.>>Yeah, so many things there
that there are to dig into. Absolutely. I live, I worked for one
of the storage companies for a decade. Absolutely complexity is
how we would describe it. And what companies are looking for today, is they need simplicity. They need to focus on the business. Turing dials and worrying about
do I have enough capacity? Do I have enough performance? Do I have enough of those things, is not what drives the business.>>Mike: Exactly.>>They need to focus
on their applications. The bit flip we saw in big data, and we can argue whether
or not big data was hype or whatever we had there, but it was oh my gosh
I’m getting all this data to oh my gosh I have all of this data and therefore I can do more
things, I can find more value.>>Mike: Absolutely.>>I worry a little bit
when I hear things like oh, the storage admin.>>Yeah.>>The storage admin’s job
before was how to I triage and kind of deal with those issues? Many solutions now you look at the wave of hyper convergence. Let’s push that to a cloud architect or the virtualization layer. How do we start with a clean slate and get out of the storage business and get into the data business?>>Mike: I love it. So I’m going to bring you back ten years to one of the most remarkable
product introductions that has ever been
conducted on this planet. It was the introduction of the iPhone. And if you recall in
those first five minutes that Steve Jobs took the stage in a way that only Steve Jobs could. He went onto tease the audience by saying that we are going to be
introducing three products today. And then over the next
minute or two became clear that it wasn’t three products, it was one very innovative
product at the time. The iPhone. What they basically did is
they integrated these three previously disparate pieces of technology. Certainly the mobile phone
but also a music player and an internet navigator. Behind this gorgeous
revolutionary user interface. So what we’ve tried to
do is take a page out of the Job’s iPhone innovation. We’re integrating. And Forrester Research
has written an incredible report about this and
others, IDC and others, have consistently supported it. Chris Malore from the Register
has written about this at length as well. Reduxio is integrating
primary and secondary storage along with built in data protection. So those previously siloed capabilities are now one. We’re also, like Jobs did,
when you looked at the old style smart phone, the
BlackBerry and the Trio and the- ya know all of
those things that had all of those keyboards, is we’ve created a user
interface using game designers so when our customers go home at night and they log into Reduxio, their little kids will say, hey dad what game are you playing? And dad will say, I’m not playing a game. I’m actually working on Reduxio. And so what that’s done for
us I think is it’s allowed us to be able to drop a
Reduxio system into any number of use cases with someone who may not have the luxury of being deep in storage. And literally get time
to value that they put production workloads
on the system that day.>>It’s interesting,
another piece that I’ll draw from your analogy is
when you talk about how did Apple take all of those pieces. And it’s kind of certain
technologies moving along. But there’s one specific
technology that really helped drive that adoption. And it’s Flash.>>Mike: Yes.>>And the consumer adoption
of Flash ten years ago drove the wave that we’ve
seen in enterprise storage.>>Right.>>So help connect the dots
for us, because we look at- I remember a decade ago
primary to secondary storage oh I’ll give you a big
eleven refrigerator size cabinet and you can do both.>>Mike: Right, sure.>>But I put expensive stuff
here, I put cheap stuff here. I used the software to put it together. I’m assuming I can consolidate it down and I think Flash has
something to do with it.>>Yeah, and so it’s
a multi tiered system. The array itself. It’s an appliance. And obviously most of the
value is in the software. There’s a management platform
that allows us to peer deep into the data. But everything is time
stamped and indexed. So we have a global view of the data. And you can tier it, the most hot data very mission critical, business app data, goes to Flash. Secondary data can go to spinning disk or now we can archive to the cloud. Specifically any S3 target,
Amazon or any S3 target. But what I think makes it very
relevant is we’ve illuminated the notion of snapshotting. So we’ve built something
that we call the time OS or the time operating system. And it’s a time machine for your data. What happens is rather
than incur that incredible burden of having to schedule snapshots, that only requires you at
another incredible heroic effort to bring the data back, you have continuous data protection. I can go back at any point
in time and literally with a very graphical
screen point and say I want to bring data back from two seconds ago. And one of our best examples of that is we had a customer
who had been attacked, has suffered from a ransomware attack. They went down for a week,
they went down hard for a week. And they came and found Reduxio. They got attacked again. And the second time around they lost only two minutes of data. And the recovery time was 20 minutes. So this is what we enable you to do. By being able to give
you access to wherever you’re data may be, anywhere
in the world, you can- we’re approaching near zero RPO and RTO.>>Mike, there’s been a
number of companies that come and said data protection’s been broken. We’ve been hearing that for a while. I think right down the road from us, like Tiffeo, company that
looked at data management. Companies like Cohesity and Rubric, have quite a bit of buzz. Give us a little compare,
contrast how Redxio looks at it verses some of those other->>Yeah, and I’d say
again, for anybody watching I think the Forrester Research Report outlines Reduxio, Cohesity
and Rubric, right? And of course Cohesity
and Rubric are doing an extraordinary job. They’re scaling rapidly. They’ve got world class
in Silicon Valley money in the company. They’ve got a world class client base. I think the primary difference
is that we are bringing that third component. We’re integrating primary storage along with secondary
storage in data protection. Both of them are focusing
just on the secondary and the data protection. We take issue architecturally
with the fact that you’ve got to make additional copies. We take issue with the
fact that the way they’re approaching this actually
they’re in some ways exacerbating the problem because
they’re creating more data. But at the same time, they’re
also, for a given amount of capability two to three times the cost. So what we’re hearing from
a lot of our customers and our vars that sell both is they’re walking into a
lot of more, let’s call them price sensitive accounts. Where they don’t believe
that the incremental value of what Cohesity or Rubric is offering is easily justifiable. There’s going to be some
pretty extreme use cases to justify a $300,000 initial investment as you go into the data center.>>Another piece, when I
talk to companies today, one of the biggest challenges
they have is really figuring out what their strategy
is and how that fits. You talked about tiering and
how the cloud fits into it, but how does Reduxio fit in
that overall cloud strategy for companies today?>>Again, it’s very early
in our product evolution and so with version three
which we announced back in late June, we allow companies
to archive to the cloud. But do instantaneous
recovery from the cloud. So we have two capabilities. One is called no migrate. So there’s no longer a
need to migrate data. So you were at the Amazon
invent show and you saw the snowmobile get rolled out. And the reason that Amazon
rolled that snowmobile and at first I thought it was a joke, is because it takes an
incredible amount of time and effort to move data from
one data center to the next. Reduxio has this no migrate capability where if I need to move
data from that data center, I set that data in motion. And I don’t know if
you’re a Trekkie or not, but you remember the teleporter? In version three we’ve
created a teleporter. You can move that data from the cloud and although it may take
a long time for that data to actually get to its
target, you can start working on that app as if that data
had already been migrated. When we run usability
tests, and I remember one of them very specifically. And I know that you speak
a little bit of Hebrew. I speak zero Hebrew. But I can remember watching
one of our Israeli customers seeing this happen and
this visceral reaction, like oh my god, I can’t
believe they did that. So we’re trying to bring that end to end ease of use experience to
managing and protecting your data wherever it may be. Bringing it back with
almost zero RPOs, zero RTO.>>Mike, one of the questions,
I’ve been talking to a number of CMOs lately,
and just you’ve worked for a number of start ups. Today, digital
transformations on the mind, what’s the changing role of the CMO today? What have you seen the
last five to ten years that’s different and exciting?>>It’s a great question. And I’d say that, and again, I did my first start up in 1991. So I can’t begin to tell you how much high tech marketing has changed. But everything changed
with social, digital and inbound marketing. It used to be that the
sales team was responsible for filling the funnel. It is very clear that is
an incredibly non scalable unproductive effort. And so we now are all about acquiring high quality prospects. We’re a hub spot shop. We’re a highly automated shop. And we are very biased
toward digital and social. Is doesn’t mean that
we’re not going to events and things like that
but we feel that the way that we’re going to scale this business, especially when we
compete against big guys like Dell EMC and HP and
others, there’s no way that we can go person to person. So I’m not a very big fan of cold calling. I’m not a very big fan
of going to trade shows. And collecting business
cards in fish bowls and giving away tee shirts. We really believe that our
customers are too busy, the know what they need when they need it. They’ve built a fortress
around themselves. They’re getting hammered. Just like I’m a CMO. And I must get 150 LinkedIn
inmails and emails a day telling me about the next
great lead management service. I can’t even imagine what our
customers are putting up with. So our job is to find relevant personas with highly relevant
content at the moment that that is relevant to them. And there’s many ways to
do that, but this is really what we have to do with the data.>>So, Mike, at the
beginning of the conversation we talked a little bit about innovation.>>Mike: Yes.>>Those of us that have been in a while, they’re too many peers of
mine that I think if you say the word innovation they roll their eyes. You have the great opportunity,
you’re working with master students around the globe, talk to us the people coming
out of those programs. What does innovation mean today? What are they looking for,
from a career standpoint?>>It’s a great question. I think you and I could
probably go for the next three hours on this subject
so we’ll have to be careful.>>We’ll make sure to post on
the website the expanded audio.>>Okay, but I mean innovation
is such an overused word. And most companies really
can’t spell it and they can’t spell it because their
culture doesn’t allow for it. So first and foremost, I
think any innovative company or any innovative team
starts with a culture that is all about trying to
manage at the bleeding edge of best practices and really
understand what’s current. I have the blessing of being
both the Chief Marketing and Corporate Strategy Officer of Reduxio and a global professor of
innovation entrepreneurship at the Hult International
School of Business. I teach between 1,200 and
1,500 students a year. I teach them courses in
entrepreneurship, in innovation, in digital marketing. And I run hackathons on campus. We do a lot of events
that give me an insight into who’s passionate about innovation. And it’s one thing to think
innovation is interesting, because you can get a good job. It’s another thing to actually
have the comfort level of living in a world of
ambiguity and high velocity. So a lot of it is, I’m looking
for students that really want to sort of push the envelope. And they exhibit that in the classroom, they exhibit that in hackathons. They exhibit that in some of
the internships that we take. They exhibit it by getting
certified on HubSpot. Without me telling them to. Getting certified on Idio
without me telling them to. Going to conferences. Learning. And then me learning from them. Because nobody can know everything. It’s just so much new
stuff going on right now. I’ve now got a team of 11 people and nine of them were my former students. I had a chance to observe
them in action over 18 months and they’re world class. And they have that
innovation gene in their DNA. We’re really at a point where I’m learning from them everyday. It’s a very symbiotic relationship.>>Mike, for closing
comments, I want to give you the opportunity, people
find out more about Reduxio. What should we be looking for in 2018?>>Yeah, and so again,
the one thing is will say is we are now at 200 distinct customers. We have in a very short period of time, and you know, when you
sell into the data center people don’t have a real sense of humor. It’s pretty important
that the stuff works. So the first thing I
would say is we’ve gotten to that point now where we’ve
got a lot of very significant customer references across websites and a lot of peer review sites. So we’re now, so 2018 is
building on that foundation. I think what you’re going to see from us is couple of very radically
innovative new projects. One a software only project. That will allow us to drive an inflection point in growth. By making available some
of our core capabilities to anybody. Whether they own a Reduxio system or not. We really want to go big now. We’ve validated the architecture. We’ve got some great early
indications from the market that this stuff works as advertised. Our customers are telling us
we’re simplifying their lives, we’re making them more productive. And 2018 is about to really
kick this thing into high gear.>>Stu: Mike Grandinetti,
pleasure chatting with you. Thanks so much for sharing. And thank you for watching The Cube.>>Mike: Great. (upbeat music)

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