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The 1 offer they can’t say “no” to… [ESM Video #3]
Here’s video #3 in the Expert Secrets Masterclass!
Here’s the thing… It’s all about the offer!
Most entrepreneurs (like 98.87% of them) fall into this trap where they spend years “perfecting a product”...but never take the time to package it in a way that makes it irresistible!!!
Imagine how much more you can earn if you know how to take your offer from “meh” to A-MEH-ZING with just a few tweaks!?
Would you like to learn exactly how to do that…?WATCH VIDEO #3 OF EXPERT SECRETS MASTERCLASS >>
In video #3 of my Expert Secrets Masterclass… I spend an entire hour breaking down every detail on how to create an irresistible offer your customers CAN’T say “no” to!
This is the kind of offer people literally feel silly saying no to. They have to be crazy to refuse it! It’s all in Video #3.
OK, that’s it for today! Keep an eye out for tomorrow’s video
...when everything starts to “fall” into place!
Russell Brunson
P.S. Don’t forget, you’re just one funnel away…
Marketing Secrets
3443 W Bavaria St
Eagle, ID 83616
United States
by "Russell Brunson" <newsletter@marketingsecrets.com> - 07:56 - 27 Feb 2025 -
[State Of Union Vid #3] NEW store feature! (so cool)
Today is video 3 from FHL 10 State of the Union, and this one is MASSIVE!
You won’t believe how far we’ve come over the past 6-12 months in regard to the Store feature inside ClickFunnels!
If it’s been a while since you explored it… Your jaw will drop to the floor with what we share…
(Psst… if you look closely at the thumbnail below, I’m already giving away a HUGE clue that holds the potential of skyrocketing your business this year!!!)
The always-brilliant Todd is gonna blow your mind in this video, revealing…
-
How direct integration is now available with Zendrop! They have millions of products to choose from… It’s over-the-top mind boggling. All you do is import products into your store, and you’re good to go!
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Oh… And print on demand through Zendrop is now available. You can create your own swag store in 6 minutes and forty-two seconds! OK… maybe a little longer. But it’s fast and so fun!
- And have you ever wanted to use the ADD TO CART feature in your funnels and stores?? Well guess what…? Yep… donzo!
WATCH VID #3 OF CLICKFUNNELS STATE OF THE UNION →
After you watch the video…
…go ahead and jump into your ClickFunnels account today and explore all the new store features and integrations!!
The only limit is your imagination!
That’s what I love most about the NEW store feature!
Russell Brunson
P.S. - Don’t forget, you’re just one funnel away…
© Etison LLC
By reading this, you agree to all of the following: You understand this to be an expression of opinions and not professional advice. You are solely responsible for the use of any content and hold Etison LLC and all members and affiliates harmless in any event or claim.
If you purchase anything through a link in this email, you should assume that we have an affiliate relationship with the company providing the product or service that you purchase, and that we will be paid in some way. We recommend that you do your own independent research before purchasing anything.
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by "Russell @ ClickFunnels" <noreply@clickfunnelsnotifications.com> - 12:12 - 27 Feb 2025 -
How direct integration is now available with Zendrop! They have millions of products to choose from… It’s over-the-top mind boggling. All you do is import products into your store, and you’re good to go!
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Mastering Data Consistency Across Microservices
Mastering Data Consistency Across Microservices
Forwarded this email? Subscribe here for moreLatest articles
If you’re not a subscriber, here’s what you missed this month.
Non-Functional Requirements: The Backbone of Great Software - Part 2
Non-Functional Requirements: The Backbone of Great Software - Part 1
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Microservices architecture is a software design pattern where an application is built as a collection of small, independent services, each responsible for a specific function.
These services communicate with each other using APIs (Application Programming Interfaces) and operate independently, allowing for greater flexibility, scalability, and ease of maintenance. Think of a food delivery app with the following services:
The order service manages customer orders.
The payment service handles transactions.
The restaurant service updates menu availability.
The delivery service assigns and tracks deliveries.
Each service operates independently, allowing teams to update or scale them separately.
However, due to this separation, a major challenge with microservices is maintaining data consistency. In a monolithic system, all functionalities share a single database, resulting in consistent updates. On the other hand, microservices architecture advocates that each service should manage its database. While this is a good practice, it can lead to some scenarios such as:
Duplicate or Lost Data
Network Delays
Concurrency Issues
Understanding these scenarios is key to building robust, scalable applications using microservices. In this article, we will understand how data inconsistency can arise in a microservices architecture and various strategies to deal with it.
Understanding Data Consistency in Microservices...
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by "ByteByteGo" <bytebytego@substack.com> - 11:36 - 27 Feb 2025 -
How are organizations developing tomorrow’s leaders today?
On McKinsey Perspectives
by "Only McKinsey Perspectives" <publishing@email.mckinsey.com> - 01:32 - 27 Feb 2025 -
Don’t feel worthy of being an expert? [ESM Video #2]
So, yesterday, I sent you something insane…
I sent you a “bootleg” recording from inside a private $100K Genius X Mastermind, where I revealed one of the BIGGEST mistakes entrepreneurs make (and of course… how to fix it)!!
I hope you had a chance to watch it, because it’s time to move on to video #2 in the “Expert Secrets Masterclass.”
OK… Speaking of “being an expert” here’s the #1 problem I’m seeing…So many people out there don’t believe they’re actually an expert.
It’s like they don’t feel worthy, or they have some sort of imposter syndrome going on. But here’s the thing… If you can get over that subconscious hurdle, it changes everything!
…And I show you exactly how to overcome that in THIS VIDEO!
WATCH VIDEO #2 OF EXPERT SECRETS MASTERCLASS >>
Listen… If you’re struggling with the idea of stepping into the “expert” persona… This video will absolutely destroy that roadblock for you!
You might be thinking, “Sure, that’s easy for you to say… You’re Russell Brunson!”
Hey!!! Don’t even get me started on how bad I was when I started haha!
I kid you not. I literally go back and watch my old videos when I want a good belly laugh!
When I started, I was THE MOST awkward, introverted, shy guy you could imagine.
I had a buzzed head and a tie (because I thought that’s what “business people” wore ;)
And the idea of getting on stage? Writing a book? Teaching others?
ABSOLUTELY TERRIFYING.
But if I can do it, YOU CAN DO IT!
That’s why in today’s Expert Secrets Masterclass video (#2 of 4) I break down exactly how YOU can take THAT ONE STEP into the role of an expert - even if you don’t feel like one yet.
WATCH VIDEO #2 OF EXPERT SECRETS MASTERCLASS >>
And be sure to keep an eye on your inbox for tomorrow’s video!!
Each session stacks on top of the previous one – so by the end, it all comes together to help you IMPLEMENT what you learn in Expert Secrets!
See you tomorrow for more mind-blowing awesomeness,
Russell Brunson
P.S. Don’t forget, you’re just one funnel away…
Marketing Secrets
3443 W Bavaria St
Eagle, ID 83616
United States
by "Russell Brunson" <newsletter@marketingsecrets.com> - 03:17 - 26 Feb 2025 -
Sating data centers’ power cravings is a challenge
Re:think
FRESH TAKES ON BIG IDEAS
ON POWERING DATA CENTERS
How to provide the power the digital future demandsJesse Noffsinger
Can the energy sector deliver the power needed to fuel the AI revolution? That’s a great question. The answer is—well, it’s complicated.
The need for computational load has been growing steadily since the invention of the internet, and until recently, a host of efficiencies has done a pretty good job of keeping up. But now, at the dawn of generative AI, which demands an unprecedented amount of computational power, innovation is occurring faster than new efficiencies are being created. In some locations outside of the United States, a lack of power is already curbing data center expansion. Amsterdam, Dublin, and Singapore, for example, have placed moratoriums on many new data centers recently, primarily because they lack the power infrastructure to support them.
Power needs for data centers in the United States (the fastest-growing market for data centers) are expected to grow from between 3 and 4 percent of the country’s power demand today to between 11 and 12 percent in 2030. To meet demand, the United States would have to generate 10 percent more electricity by 2030 compared with today. That may not sound like much to ask, but bear in mind that the US power sector has grown little in the past 16 years.
Data centers also need a lot of additional capacity in one place. Historically, five, ten, or even 20 megawatts was a pretty common size for data centers. The average household typically consumes power at a rate of two kilowatts. So in the past, a data center would turn to a local utility and basically propose adding the equivalent of 2,500 to 10,000 additional houses to the grid. But today, hyperscalers—the industry term for builders of lots of data centers—would love to build facilities that draw 200 to 500 or even 1,000 megawatts (also called a gigawatt). That’s akin to asking the local utility to add 100,000 to half a million new houses to the grid all at once. Needless to say, there aren’t too many places left in the country with that much excess capacity.
This situation creates a challenge for the industry, for the nation’s power supply, and for the world’s aspirations for AI. But it also creates an opportunity. The unique thing about finding creative ways to power data centers is that these customers, relative to other big power users, are not very price sensitive. Electricity is only about 15 percent of a data center’s annual operating cost. Owners care more about accessing power fast so they can get facilities up and running. Investors and companies that provide power solutions, therefore, can look at this opportunity in three ways: providing near-term, medium-term, and long-term power solutions.“The US data centers’ power needs are expected to grow from between 3 and 4 percent of the country’s power demand today to between 11 and 12 percent in 2030.”
In the near term, investors can funnel investments into utility companies to support the build-out of infrastructure in key markets. There could also be an opportunity for “bridge” solutions as data centers work on longer-term solutions. Some data center owners might pay a relatively large premium for a fuel cell if they can get it quickly and have it placed right next to their facility. Generator sets, small gas turbines, distributed batteries, even mobile-power generation—these are all under consideration to provide power immediately to new data centers.
In the medium term, many hyperscalers have clean-energy commitments and are signing power-purchasing agreements. They are the biggest buyers of clean energy in the United States. There is a challenging situation now where there aren’t enough clean-energy projects coming online. But because there aren’t enough projects, prices are rising—which could be a market signal that says more projects will emerge. While many technologies, including offshore wind, fission, fusion, geothermal, gas carbon capture and storage, and clean fuels, may be able to supply energy in the medium to long term, the bulk of new clean-energy generation is expected to come from solar and onshore wind.
Concurrently, more natural gas power plants are likely needed. They’ve been the main factor in the decarbonization of the US power sector for the past 15 years. Relative to solar and wind, natural gas may not sound so “clean energy,” but it is compared with coal-powered plants. Gas plants are a tricky market, but those who overcome obstacles may be richly rewarded.
In the long term, significant transmission build-out and investments into fusion companies, small modular nuclear reactors, geothermal, and next-gen battery storage look different in light of power customers who are not very price sensitive. The conversation around nuclear has changed in the past three years. It was once viewed as too expensive to compete economically. Now, hyperscalers are saying they will pay the costs because they need power and they want it to be clean.
Within the overarching goal of bringing more power online are numerous related opportunities. The data center value chain needs more fiber and power infrastructure in secondary locations, new and emerging technologies that would be used by new power grids, and a scaled talent pipeline to work on all of these projects.
Like I said, it’s complicated. As with any worthy goal, this one requires lots of creativity, investment, and labor. But to power the AI and digital future, it’s work that must be done.Share Jesse Noffsinger’s insights
ABOUT THIS AUTHOR
Jesse Noffsinger is a partner in McKinsey’s Seattle office.
MORE FROM THIS AUTHOR
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Biljana Cvetanovski on the changing role of chief marketing officers
The remit of CMOs is expanding as they take on increasing responsibility for driving company growth. The challenges they face include shifting economic winds, unclear expectations, and insufficient operating models.
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by "McKinsey Quarterly" <publishing@email.mckinsey.com> - 01:15 - 26 Feb 2025 -
[State Of Union Vid #2] Skyrocket conversions w/ new features!
OK, video 2 from FHL 10 State of the Union is here, and you have to see it because it’s all about helping you increase your…
Speed… Automations… And last but not least conversions!
In the video, you’ll discover…
-
How we partnered with Zapier and have a first party integration, complete with full API backing, web hooks, and API endpoints! (It also lets you integrate with over 7K platforms!!!)
-
You know how we always focus on getting higher conversions…?? You’re gonna love this… we’ll show you how we sped up the checkout process and expanded payment methods!
-
Zoom integration is here! Run webinars, meetings, and presentations without leaving ClickFunnels. No more juggling tools!
- And then… Survey Workflows! You have to see what you can do now!!! Spoiler… People pay $300/month for survey software like this, and now it’s FREE in your ClickFunnels account!
WATCH VID #2 OF CLICKFUNNELS STATE OF THE UNION →
Once you’ve watched the video, stop what you’re doing and get into your ClickFunnels account right away and test out these features!!!
Diving in and testing things out is the best way to learn and see how you can use this in your business.
And as always, you can reach out to our support team if you have any questions.
WATCH VID #2 OF CLICKFUNNELS STATE OF THE UNION →
Get some sleep! Video 3 is coming tomorrow!!
Russell Brunson
P.S. - Don’t forget, you’re just one funnel away…
© Etison LLC
By reading this, you agree to all of the following: You understand this to be an expression of opinions and not professional advice. You are solely responsible for the use of any content and hold Etison LLC and all members and affiliates harmless in any event or claim.
If you purchase anything through a link in this email, you should assume that we have an affiliate relationship with the company providing the product or service that you purchase, and that we will be paid in some way. We recommend that you do your own independent research before purchasing anything.
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by "Russell @ ClickFunnels" <noreply@clickfunnelsnotifications.com> - 12:14 - 26 Feb 2025 -
How we partnered with Zapier and have a first party integration, complete with full API backing, web hooks, and API endpoints! (It also lets you integrate with over 7K platforms!!!)
-
1 day to go! LEAP 2.0 - The API governance conference
1 day to go! LEAP 2.0 - The API governance conference
Hi Md Abul,
API governance. You know it matters. But keeping it scalable, secure, and developer-friendly? That’s where things get tricky.
Tomorrow, LEAP 2.0: The API governance conference brings together the industry leaders and experts on API governance - Zeiss, Dynatrace, Grafana Labs and more - for deep dives, live workshops, and real-world case studies.
Top-tier experts. Insights from the people who are defining API management
Tyk AI Studio launch. AI Chat, AI Gateway, and AI Portal to automate your API governance and take it to the next level
Curated agenda built for the people building and scaling APIs
Exclusive API governance fundamentals certification - because you need to back up your skills with something concrete
Cutting-edge strategies transforming industries like fintech, telecom, and insurance, tackling the real challenges
6 lightning talks - just 10 minutes, packed with practical, real-world tech solutions
Join us. It’s free, it’s online, and it’s built for teams like yours.
Event details:
📅 Date: February 27, 2025
🕘 Time: 9 AM - 3 PM ET | 2 PM - 8 PM GMTSee you there,
The LEAP 2.0 team
Tyk, Huckletree 199 Bishopsgate, Broadgate, London, City of London EC2M 3TY, United Kingdom, +44 (0)20 3409 1911
by "Budhaditya Bhattacharya" <budha@tyk.io> - 09:02 - 26 Feb 2025 -
The Harsh Truth About ERP – What Vendors Won’t Tell You
The Harsh Truth About ERP – What Vendors Won’t Tell You
Hi MD Abul,
The ERP industry doesn’t like what we’ve been saying lately—but that’s exactly why it needs to be said.
We’ve been exposing the hidden flaws in traditional ERP software: the overpromises, the skyrocketing costs, and the operational headaches that vendors would rather you not think about. And judging by the flood of responses we’ve been getting, we’ve struck a nerve.
Here are just a few key insights from our research:
- ERP Failures Are More Common Than You Think – Many organizations experience delays, budget overruns, and disruptions far worse than expected.
- The “One-Size-Fits-All” Model Is Failing – Businesses need more flexibility, yet many ERP systems force them into rigid processes that don’t fit.
- Implementation Doesn’t Equal Transformation – Simply installing new software won’t fix broken processes or outdated strategies.
If you’re wondering what all the buzz is about, check out our blogs to learn all our tips and tricks for ERP and digital transformation.
The goal isn’t to scare you away from ERP—it’s to help you make smarter, more informed decisions. If you’re in the middle of an ERP evaluation or implementation, this is information you can’t afford to ignore.
Take a look and let us know your thoughts!
Best regards,
Eric Kimberling
by "Eric Kimberling" <eric.kimberling@thirdstage-consulting.com> - 07:00 - 26 Feb 2025 -
Premium Fruit Jelly Snacks – Healthy & Delicious Options for Your Market!
Dear info,
It's a pleasure to reach out to you after noticing your strong interest in the candy and snacks sector across social media platforms through our online exploration. Together, we can explore synergies to meet some of your business requirements, uncover mutual opportunities to fulfill your business needs and support your growth and aspirations.
Nantong Litai Jianlong Food Co., Ltd (NLJF) is a leading manufacturer specializing in premium snacks. Our range includes innovative fruit jelly, designed to meet the growing demand for healthy, natural, and flavorful snacks in international markets. Our products are available on the shelves of major retailers like Walmart, Costco, Target, Walgreens, Five below and 7 Eleven etc. and we also produce for Disney and Universal Studio vendors.
In addition to fruit jelly, we also offer a variety of gummies, Freeze dried candy,sour strips, spicy candies, candy products. For health-conscious consumers, we produce zero sugar and gelatine free vegan confectioneries. All our products are Halal and Kosher certified, and we hold various international certifications to ensure the highest standards of quality.
We have an in-house R&D department to develop new products and help with the customization of the existing products. We launch new products in regular intervals based on the changing market scenario and market demand.
To learn more about our products, please visit the below two websites of our company: https://www.ourdrcandy.com and https://www.jellysuppiers.com. We would be delighted to provide any further information or clarification you may need and can schedule a meeting at your convenience.
We look forward to the opportunity to discuss potential collaboration with you. We will be more than happy to answer any questions and do our best to address your requirements to start a fruitful business journey together.Thank you.
Warm regards,
by "Lyn" <Lyn@minicrushsnacks.com> - 06:03 - 26 Feb 2025 -
Preparing for the advent of artificial general intelligence
On McKinsey Perspectives
Brought to you by Alex Panas, global leader of industries, & Axel Karlsson, global leader of functional practices and growth platforms
Welcome to the latest edition of Only McKinsey Perspectives. We hope you find our insights useful. Let us know what you think at Alex_Panas@McKinsey.com and Axel_Karlsson@McKinsey.com.
—Alex and Axel
•
Human-like AI systems. While today’s AI and gen AI tools may be poised to transform—or already have, in some cases—the way people work, they also represent just one step toward AGI, which is an even greater breakthrough. As McKinsey Partner Federico Berruti and coauthors explain, AGI refers to a theoretical AI system with human-like capabilities. Someday, AGI may simulate cognitive abilities such as learning, language comprehension, reasoning, perception, and problem-solving.
—Edited by Belinda Yu, editor, Atlanta
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Copyright © 2025 | McKinsey & Company, 3 World Trade Center, 175 Greenwich Street, New York, NY 10007
by "Only McKinsey Perspectives" <publishing@email.mckinsey.com> - 01:15 - 26 Feb 2025 -
[BOOTLEG] $100K Mastermind video (watch now)
Have you read my book Expert Secrets yet…?
I’ve been told by tons of people that it’s their FAVORITE of my books… but what’s crazy is we’ve sold over 100k copies, yet the % of people who have actually IMPLEMENTED what’s inside is TOO SMALL…
So, this week I wanted to send you access to my EXPERT SECRETS MASTERCLASS (A course I normally sell for $997… for FREE!)This is my evil trick to get you to actually IMPLEMENT what’s inside of that book, so you can find your voice, create your offer and get people to FINALLY pay you for your advice!
As A HUGE BONUS: To kick off the masterclass, I want to give you access to something SPECIAL for video #1 in the training…
Watch The Secret ‘$100k Group’ Video Now >>
YES!!! This is my INFAMOUS presentation from the $100k Group, GeniusX. Everyone in this room spent $100k to be there… and they asked me to speak on something new that I had never shared before…
This video was not supposed to be recorded, but later I found a bootleg copy, and I’m going to GIVE IT TO YOU as soon as you join the Expert Secret Masterclass here >>
One of the world’s greatest living copywriters (and still is the highest paid copywriter living today)...
…was in the room listening to my presentation and then later told me…
“Russell, in my 20 years of doing copywriting… this is the greatest presentation on persuasion that I’ve ever heard…”
So…
Would you like to see this $100K, rare, exclusive, and PRIVATE masterclass presentation I did…
…for FREE???!!
GO WATCH MY “BOOTLEG” $100K MASTERCLASS >>
Attention: I have no idea how long I’ll be able to keep this up…
So, that means go watch it now before it’s gone!
GO WATCH MY “BOOTLEG” $100K MASTERCLASS >>
AND be sure to stay tuned and keep an eye on your inbox because this is just one of four exclusive training sessions inside the NEW Expert Secrets Masterclass I’m going to share with you for FREE!!
Talk soon,
Russell Brunson
P.S. Don’t forget, you’re just one funnel away…
P.P.S. This is just the first video in the Expert Secrets Masterclass… and trust me, it only gets better from here! Watch this one NOW before it’s gone →
Marketing Secrets
3443 W Bavaria St
Eagle, ID 83616
United States
by "Russell Brunson" <newsletter@marketingsecrets.com> - 09:26 - 25 Feb 2025 -
ClickFunnels State Of The Union Address!! (watch now)
I have to be honest – I’m still in shock that FHL is actually over!!
I know there’s a lot of skepticism about it being over… with people saying things like:
“Russell’s a marketer – this is just a marketing ploy to sell more tickets.”Or…
“FHL is too good – it won’t go away.”
But it’s true… FHL is no more!!
Now, what’s taking its place…?? Guess you’ll have to wait and see ;)
With that said, now that I’m back home and in the normal routine, I wanted to ask you:
Did you see the State of the Union presentation Todd and I gave at FHL!?
If you were there… then you know how absolutely insane all the new features and updates are!!!
People were freaking out at the changes we made… and what we rolled out at FHL 10 in VEGAS!!!
Now, if you MISSED FHL 10 (or you didn’t make it to the State of The Union Address because you were taking in the Vegas goodies)... then this is your chance to see exactly what we unveiled!!
WATCH THE CLICKFUNNELS STATE OF THE UNION ADDRESS →
Here’s the deal…
I’ve broken the entire ClickFunnels State of the Union Address into bite-sized clips so you can watch and absorb everything without getting overwhelmed.
Instead of dropping it all at once, I’m rolling it out piece by piece over the next few days, so you can digest and implement all the incredible new things inside ClickFunnels.Sound good?!?
We covered so much… I can almost promise when you watch and listen, you’ll discover and realize some AMAZING new things you can do with ClickFunnels that you probably had no idea were even possible!
WATCH THE CLICKFUNNELS STATE OF THE UNION ADDRESS →
In this video…
-
We’re talking mind-blowing updates that will unlock so many new ways for you to grow and scale your business.
- And we also covered our new re-brand! You have to see the “new” ClickFunnels branding. Our team did an amazing job giving us a new and improved look!
- And Todd and I really dive into the new and improved affiliate center and give you access to the Instant Affiliates Framework! (...you’ll discover more about how INSANE this framework is)!!
WATCH THE CLICKFUNNELS STATE OF THE UNION ADDRESS →
Now…
Be sure to keep an eye on your inbox this week because on the 5th video… I’m giving you a very special surprise that’ll CHANGE your online business this year!
After watching all the video clips this week, you’ll be sooooo fired up now that you realize all the cool new tools, features, and opportunities you have at your fingertips with ClickFunnels!
WATCH THE CLICKFUNNELS STATE OF THE UNION ADDRESS →
Keep an eye out for the next video tomorrow!!
Russell Brunson
P.S. - Don’t forget, you’re just one funnel away…
© Etison LLC
By reading this, you agree to all of the following: You understand this to be an expression of opinions and not professional advice. You are solely responsible for the use of any content and hold Etison LLC and all members and affiliates harmless in any event or claim.
If you purchase anything through a link in this email, you should assume that we have an affiliate relationship with the company providing the product or service that you purchase, and that we will be paid in some way. We recommend that you do your own independent research before purchasing anything.
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by "Russell @ ClickFunnels" <noreply@clickfunnelsnotifications.com> - 03:57 - 25 Feb 2025 -
We’re talking mind-blowing updates that will unlock so many new ways for you to grow and scale your business.
-
How Amazon S3 Stores 350 Trillion Objects with 11 Nines of Durability
How Amazon S3 Stores 350 Trillion Objects with 11 Nines of Durability
Forwarded this email? Subscribe here for more🚀Faster mobile releases with automated QA
Manual testing on personal devices is too slow and too limited. It forces teams to cut releases a week early just to test before submitting them to app stores. And without broad device coverage, issues slip through.
QA Wolf’s AI-native service delivers 80% automated test coverage in weeks, with tests running on real iOS devices and Android emulators—all in 100% parallel with zero flakes.
✅ QA cycles reduced to just 15 minutes
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✅ Zero flakes, human-verified bug reports
Engineering teams move faster, releases stay on track, and testing happens automatically—so developers can focus on building, not debugging.
Rated 4.8/5 ⭐ on G2
Disclaimer: The details in this post have been derived from Amazon Engineering Blog and other sources. All credit for the technical details goes to the Amazon engineering team. The links to the original articles are present in the references section at the end of the post. We’ve attempted to analyze the details and provide our input about them. If you find any inaccuracies or omissions, please leave a comment, and we will do our best to fix them.
Amazon Simple Storage Service (S3) is a highly scalable and durable object storage service designed for developers, businesses, and enterprises.
Launched in 2006, S3 revolutionized cloud computing by enabling on-demand storage that is cost-effective, highly available, and reliable. Over the years, it has become a cornerstone of modern cloud infrastructure, supporting everything from small startups to Fortune 500 companies.
S3 allows users to store any amount of data at any time, making it a foundational service for industries ranging from media and entertainment to finance and healthcare. Whether hosting static website files, storing massive datasets for machine learning, or backing up critical business data, S3 provides a secure, scalable, and easy-to-use storage solution.
Amazon S3 plays a vital role in the cloud computing ecosystem for several reasons:
S3 automatically scales storage to accommodate growing data needs without requiring infrastructure management.
S3 offers multiple storage classes, such as S3 Standard, S3 Intelligent-Tiering, S3 Glacier, and S3 Express One Zone, optimizing costs based on data access frequency.
Features like encryption (server-side and client-side), bucket policies, IAM roles, and access control lists (ACLs) ensure secure data storage.
S3 integrates with other AWS services like AWS Lambda, Amazon CloudFront, Amazon Athena, AWS Glue, Amazon SageMaker, and more.
Designed for 99.999999999% durability (11 nines), ensuring minimal data loss risk.
In this article, we’ll take a deeper look at the architecture of Amazon S3 and understand how it works. We will also learn about the challenges faced by the Amazon engineering team while building S3.
Evolution of Amazon S3
Amazon Simple Storage Service (S3) was launched in March 2006 as one of the first AWS cloud services. At the time, businesses were struggling with traditional on-premises storage limitations, including high costs, complex scalability issues, and unreliable backup solutions.
Since its launch, Amazon S3 has undergone continuous improvements, adapting to technological advancements and evolving customer needs.
Here’s how it has grown over the years:
2006 - The Birth of S3
Launched as one of the first cloud services from AWS.
Provided a simple API for storing and retrieving files.
Limited to a single global namespace.
2010 - Regional Storage Model
Shifted from a global model to a regional model, improving performance and availability.
Enhanced disaster recovery capabilities.
2012 - Glacier Introduced
Amazon Glacier launched for long-term archival storage at a low cost.
Marked AWS’s first major move toward tiered storage solutions.
2015 - Performance and Security Enhancements
Introduced cross-region replication (CRR) and event notifications for automation.
Strengthened security with default encryption and access logging.
2018 - AI & Analytics Capabilities
Integrated with Amazon Athena, AWS Glue, and SageMaker, transforming S3 into a platform for AI-driven data processing.
2020 - Intelligent-Tiering & S3 Select
Added S3 Intelligent Tiering, allowing automatic movement of data to lower-cost storage based on access patterns.
S3 Select enabled querying data directly within S3 without moving it to a database.
2023 - S3 Express One Zone
Introduced S3 Express One Zone, optimizing performance for high-speed workloads.
Enhanced durability and efficiency with multi-part upload improvements and new security mechanisms.
Amazon never guessed how popular S3 was going to become.
In its early days, they underestimated the explosive demand for cloud storage. Initially projected to store a few gigabytes per customer, they had to quickly scale to support exabytes of data due to the rapid adoption of digital transformation.
As S3 usage grew exponentially, AWS had to shift its strategy from reactive problem-solving to proactive scaling.
Phase 1: The Reactive Model (2006 - 2010)
In the early years, S3 operated with a reactive approach, responding to storage needs as they arose. However, this led to several challenges:
Storage capacity had to be expanded frequently, sometimes leading to delays.
Traffic spikes caused occasional bottlenecks due to unanticipated demand.
Engineering teams worked around the clock to mitigate sudden issues.
Phase 2: Predictive Scaling and Threat Modeling (2010 - Present)
Recognizing the growing unpredictability of storage needs, Amazon transitioned to a proactive model, focusing on automation, scalability, and predictive demand forecasting.
Some key improvements were as follows:
Amazon S3 engineers started using threat modeling to predict potential system failures and optimize performance before problems occurred.
AWS implemented AI-driven forecasting to predict storage demands months in advance. Auto-scaling storage clusters allowed Amazon to add capacity dynamically before customers even realized they needed it.
Amazon introduced multi-AZ storage to ensure high availability and disaster resilience.
AWS designed lexicographical key partitioning to distribute workload efficiently.
The Architecture of Amazon S3
Amazon S3 is one of the world's largest and most complex distributed storage systems. It processes millions of requests per second and stores over 350 trillion objects, all while maintaining 11 nines (99.999999999%) durability and low-latency access.
To achieve this level of scalability, fault tolerance, and performance, AWS architected S3 using a microservices-based design.
Amazon S3 is not a single storage system. Instead, it is a collection of over 350 microservices, each responsible for specific storage tasks. These microservices are spread across multiple AWS regions and availability zones (AZs) and work together to store, retrieve, and protect data at scale.
See the diagram below that shows a high-level view of the S3 service architecture.
Here’s how the overall system works:
Front-End Request Handling Services
These microservices receive API requests from clients, SDKs, and AWS CLI. They authenticate users, validate requests, and route them to the correct storage service.
This includes:
DNS Routing Service: Determines which AWS region should process the request.
Authentication Service: Validates IAM permissions and bucket policies.
Load Balancers: Distribute traffic across thousands of S3 storage nodes.
For example, when a user uploads a file, these services determine the best S3 storage node to store the object while balancing load across AWS regions.
Indexing and Metadata Services
Every object stored in S3 is assigned a unique identifier and metadata. The indexing microservices track object locations without storing the data itself.
The metadata is sharded, ensuring that billions of objects can be indexed efficiently.
The various components involved are as follows:
Global Metadata Store: Maps object keys to physical storage locations.
Partitioning Engine: Distributes index data to optimize retrieval speed.
Lifecycle Management Service: Tracks versioning, retention policies, and expiration.
For example, when you request a file, S3 doesn’t scan billions of objects. Instead, the metadata service instantly finds the correct storage location.
Storage and Data Placement Services
This part handles the physical storage of objects across multiple S3 nodes. To protect against data loss, it uses erasure coding and multi-AZ replication.
These services include the following components:
Data Placement Engine: Determines where to store an object based on size, region, and redundancy settings.
Replication Services: Ensures multi-AZ and cross-region replication to prevent data loss.
Compression & Encryption Services: Applies server-side encryption (SSE) and optional compression.
For example, when a user uploads a file, the storage engine decides where to store it, applies encryption, and ensures copies exist in multiple regions.
Read and Write Optimization Services
Amazon S3 is optimized for high-speed data retrieval and writing. To achieve this, it uses techniques like multi-part uploads and parallelized retrieval.
This includes:
Multi-Part Upload Manager: Splits large files into chunks, allowing faster uploads.
Prefetching & Caching Services: Improves performance for frequently accessed data.
Data Streaming Service: Optimizes bandwidth usage for high-throughput applications.
For example, a video streaming company can use multi-part downloads to retrieve sections of a file in parallel, speeding up playback.
Durability and Recovery Services
These services ensure data integrity and fault recovery, helping S3 achieve 99.999999999% durability.
They include services like:
Checksum Verification Service: Continuously verifies stored data against integrity checksums.
Background Auditors: Scans storage nodes for corrupted files and automatically repairs them.
Disaster Recovery Engine: Automatically reconstructs lost or damaged data from backup nodes.
For example, if a hard drive storing S3 objects fails, the background auditors detect the issue and trigger an automatic rebuild of the missing data.
Security and Compliance Services
These services aim to protect S3 from unauthorized access and cyber threats. They also ensure compliance with regulations such as HIPAA, GDPR, and SOC 2.
These services support features like:
IAM & Bucket Policy Enforcement: Enforces fine-grained access controls.
DDoS Mitigation Service: Protects against malicious attacks.
Object Lock & Versioning Service: Prevents accidental or malicious deletions.
How Data Is Written to Amazon S3?
Writing data to S3 involves a series of well-orchestrated processes that ensure speed, consistency, and security while distributing data across multiple availability zones (AZs).
Here’s a step-by-step breakdown:
Step 1: The Client Sends a Write Request to S3
A client (user application) can send a request to write data into Amazon S3 using different interfaces such as AWS SDKs (available in multiple programming languages), AWS CLI, or the S3 REST API.
S3 also supports multi-part upload for large files (>5 MB). For such files, S3 splits the data into chunks and uploads them in parallel.
Step 2: DNS Resolution and Routing
Once the request is sent, Amazon S3 needs to determine two things:
Which AWS region should handle the request?
Which storage node should store the object?
The client’s request is sent to Amazon Route 53, AWS’s DNS service. Route 53 resolves the bucket’s domain (my-bucket.s3.amazonaws.com) into an IP address. The request is then directed to the nearest AWS edge location for processing.
In this stage, S3 also performs some optimizations. For example, multi-region access points can route the request to the lowest-latency region. Also, AWS Global Accelerator ensures optimal routing across networks.
Step 3: Load Balancers and Web Servers Process the Request
Once the request reaches AWS, it is processed by a fleet of S3 web servers.
Some key events that happen at this stage are as follows:
S3 verifies IAM permissions, bucket policies, and ACLs. If unauthorized, the request is rejected with HTTP 403 Forbidden.
The request is validated for correct headers, signatures, and data integrity.
The request is forwarded to one of thousands of S3 front-end servers. These servers distribute traffic to minimize hotspots and avoid overload. Requests are load-balanced using Elastic Load Balancers (ELB).
AWS uses multi-value DNS to spread requests across multiple front-end servers. Also, global load balancing ensures that requests are routed to the nearest available S3 region.
Step 4: Object Indexing in the Metadata Store
Before storing the object, S3 needs to record its location in a distributed index.
The metadata store is responsible for tracking object names, sizes, storage locations, and permissions. Each S3 object key is mapped to a physical storage location. Lexicographic partitioning is used to distribute high-load buckets across multiple indexing servers.
The indexing plays a key role in fast retrieval. Instead of scanning billions of objects, S3 retrieves objects using index lookups. Background indexing ensures updates are consistent across all availability zones. Sharding distributes metadata across multiple servers to avoid bottlenecks.
Step 5: Data Placement and Storage
Once the metadata is recorded, the data must be physically stored in S3.
The object is split into multiple fragments and stored across multiple disks. AWS uses Erasure Coding (Reed-Solomon algorithms) to improve durability.
S3 automatically replicates the object across at least 3 availability zones. If one AZ goes offline, the data is still available from other locations. S3 also supports server-side encryption if required.
Step 6: Response Sent to the Client
Once the data is securely stored, Amazon S3 sends a response to the client. For example, the following snippet shows a successful response.
{ "ETag": "d41d8cd98f00b204e9800998ecf8427e", "VersionId": "3i4aUVmMNBzHj1aJChF7sHG.jP0tGdrd" }Here, ETag is the unique checksum of the stored object and VersionId is the object’s version.
The failure responses could be 403 (Forbidden), 503 (Slow Down), or 500 (AWS server issue). From an optimization point of view, features like S3 Select can query objects directly without downloading.
The Amazon S3 Index
Amazon S3 is one of the most scalable and high-performance storage services in the world, managing over 350 trillion objects and handling more than 100 million requests per second.
To achieve this massive scale while maintaining low-latency access, S3 employs sophisticated indexing mechanisms.
Indexing every object efficiently is crucial for:
Fast lookups
Consistent performance while handling billions of queries simultaneously
Scalability
Unlike traditional databases, S3’s indexing system is distributed across thousands of nodes to manage and retrieve billions of object metadata entries without bottlenecks.
Amazon S3's indexing infrastructure consists of three primary layers:
Global Metadata Store: Tracks object metadata, including bucket name, object key, and permissions.
Distributed Key Partitioning Engine: Spreads object keys across multiple index servers for load balancing.
Lexicographic Key Distribution: Ensures evenly distributed workloads across index partitions.
Unlike traditional databases that rely on sequential indexes, S3 dynamically partitions its index structure to scale infinitely.
How S3 Distributes Index Data?
S3 organizes object metadata using key partitioning, which ensures that lookup operations are fast and scalable.
Each object stored in S3 has a unique key (for example, “customer-data/reports/2025/rep.json”). S3 partitions the index based on key prefixes, spreading the load across thousands of storage nodes. These partitions allow S3 to retrieve objects in parallel, avoiding bottlenecks.
Without partitioning, a single index server would be overloaded, slowing down performance. For example, if S3 stored 1 billion objects in a single index, searching for an object would be extremely slow. Partitioning spreads the objects across thousands of smaller indexes, allowing rapid lookups.
Amazon S3’s indexing system is designed for 11 nines durability, ensuring data remains always available.
Index data is replicated across multiple availability zones. If an AZ goes down, requests are rerouted automatically. Background processes monitor and repair corrupt index entries. Index partitions dynamically expand as new objects are added, ensuring zero performance degradation.
Lexicographic Distribution: Avoiding Hotspots
Amazon S3 further optimizes partitioning using lexicographic key distribution, ensuring that workloads remain balanced.
S3 sorts and distributes object keys alphabetically across storage nodes. This prevents overloading specific servers with frequently accessed objects. If certain key patterns become hotspots, S3 rebalances them dynamically.
For example, consider the following bad partitioning strategy:
/2024/reports/file1.json /2024/reports/file2.json /2024/reports/file3.jsonSince all keys start with "2024", S3 would route all requests to the same partition, creating a performance bottleneck.
Instead, a better partitioning strategy involves introducing more randomness.
By distributing keys more evenly, S3 ensures that requests are spread across multiple storage nodes. As a best practice, AWS recommends adding high-cardinality prefixes (random characters) at the beginning of keys to improve load balancing and retrieval speed.
Handling 100 Million+ Requests Per Second
Amazon S3’s distributed architecture allows it to handle millions of concurrent requests without slowing down.
Some specific points S3 takes care of are as follows:
S3 divides queries across thousands of index partitions, processing multiple requests at once.
Frequently accessed objects are cached for ultra-fast retrieval.
S3 continuously monitors request patterns and rebalances partitions dynamically to prevent bottlenecks.
Requests are routed to the lowest-latency region, optimizing response times.
Conclusion
Amazon S3 is a technological marvel. It can handle over 350 trillion objects and process more than 100 million requests per second with sub-millisecond latency.
S3’s ability to store and retrieve vast amounts of data at unprecedented speeds has made it the foundation for businesses, startups, and enterprises worldwide. Whether supporting media streaming, AI workloads, real-time analytics, or mission-critical applications, S3 continues to evolve, pushing the boundaries of what’s possible in cloud storage.
Some key takeaways are as follows:
By replicating metadata and storage across multiple AWS Availability Zones, S3 achieves 99.999999999% durability, ensuring data remains accessible even in the event of infrastructure failures.
S3 dynamically routes requests across the lowest-latency paths and spreads workloads efficiently to maintain high throughput.
Automated background processes monitor, rebalance, and repair indexing structures to ensure seamless scalability.
References:
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