@andy fl eener@hachyderm.io Are we there yet? Building an Internal Development Platform By Andy Fleener https:// fl ickr.com/photos/96dpi/4771273008/in/gallery-maven-72157622717379143/

@andy fl eener@hachyderm.io Let’s take a Road Trip https:// fl ickr.com/photos/96dpi/4796200235/in/gallery-maven-72157622717379143/

@andy fl eener@hachyderm.io More about the journey than the destination https:// fl ickr.com/photos/193347187@N08/52045942829/in/photolist-2ni84xT-dL6Wum-2iLqcqq-2kXTYuw-7sx6st-2jSEu8L-sTFLqQ-2nfnL5x-Mx37rR-2gD4qCb-PkrUDQ-2kAu5CK- usFoPi-2hDGVmT-28xRKD4-2iehVxy-2icwqUa-28d3ZbC-2gmwYVa-2idL4uJ-s72gC7-2kdeMzz-PFngiZ-2gNwhcX-XKSRWE-aC76sF-2hFeFou-ZMisnR-2kyWFjb-29vJGPj-HAHtHV-2nNdaoU-DL1yYc-2jWbmpr- AVX3o3-2hhRBn9-27mUZUU-2ifWr6w-2k7BA45-23Y6CHz-2eykGTk-LjwXFK-2kJUEcT-2i4BtkS-dqfMuW-zafnSp-Qg8wYS-QkbJ8X-2kQLJ6m-2ni7UXo/

@andy fl eener@hachyderm.io Sometimes you will fi nd things you didn’t anticipate https:// fl ickr.com/photos/22691568@N04/43656057080/in/photolist-2ni84xT-dL6Wum-2iLqcqq-2kXTYuw-7sx6st-2jSEu8L-sTFLqQ-2nfnL5x-Mx37rR-2gD4qCb-PkrUDQ-2kAu5CK- usFoPi-2hDGVmT-28xRKD4-2iehVxy-2icwqUa-28d3ZbC-2gmwYVa-2idL4uJ-s72gC7-2kdeMzz-PFngiZ-2gNwhcX-XKSRWE-aC76sF-2hFeFou-ZMisnR-2kyWFjb-29vJGPj- HAHtHV-2nNdaoU-DL1yYc-2jWbmpr-AVX3o3-2hhRBn9-27mUZUU-2ifWr6w-2k7BA45-23Y6CHz-2eykGTk-LjwXFK-2kJUEcT-2i4BtkS-dqfMuW-zafnSp-Qg8wYS- QkbJ8X-2kQLJ6m-2ni7UXo/

@andy fl eener@hachyderm.io The anticipation of arrival always feels like it took longer than it did Are we there yet? 🙃 https:// fl ickr.com/photos/schepers/48761144222/in/photolist-2ni84xT-dL6Wum-2iLqcqq-2kXTYuw-7sx6st-2jSEu8L-sTFLqQ-2nfnL5x-Mx37rR-2gD4qCb-PkrUDQ-2kAu5CK- usFoPi-2hDGVmT-28xRKD4-2iehVxy-2icwqUa-28d3ZbC-2gmwYVa-2idL4uJ-s72gC7-2kdeMzz-PFngiZ-2gNwhcX-XKSRWE-aC76sF-2hFeFou-ZMisnR-2kyWFjb-29vJGPj-HAHtHV-2nNdaoU- DL1yYc-2jWbmpr-AVX3o3-2hhRBn9-27mUZUU-2ifWr6w-2k7BA45-23Y6CHz-2eykGTk-LjwXFK-2kJUEcT-2i4BtkS-dqfMuW-zafnSp-Qg8wYS-QkbJ8X-2kQLJ6m-2ni7UXo/

@andy fl eener@hachyderm.io Find a balance of the right number of stops along the way https:// fl ickr.com/photos/schepers/48761144222/in/photolist-2ni84xT-dL6Wum-2iLqcqq-2kXTYuw-7sx6st-2jSEu8L-sTFLqQ-2nfnL5x-Mx37rR-2gD4qCb-PkrUDQ-2kAu5CK- usFoPi-2hDGVmT-28xRKD4-2iehVxy-2icwqUa-28d3ZbC-2gmwYVa-2idL4uJ-s72gC7-2kdeMzz-PFngiZ-2gNwhcX-XKSRWE-aC76sF-2hFeFou-ZMisnR-2kyWFjb-29vJGPj-HAHtHV-2nNdaoU- DL1yYc-2jWbmpr-AVX3o3-2hhRBn9-27mUZUU-2ifWr6w-2k7BA45-23Y6CHz-2eykGTk-LjwXFK-2kJUEcT-2i4BtkS-dqfMuW-zafnSp-Qg8wYS-QkbJ8X-2kQLJ6m-2ni7UXo/

@andy fl eener@hachyderm.io What we’re going to cover today What is a Platform How do you know if you need one How do you go about building one How do you migrate to it And how do you evolve it

@andy fl eener@hachyderm.io What is a Platform / Platform Engineering?

@andy fl eener@hachyderm.io "A platform is a foundation of self-service APIs tools services knowledge and support which are arranged as a compelling internal product. Autonomous delivery teams can make use of the platform to deliver product features at a higher pace with reduced coordination" – Evan Bottcher

@andy fl eener@hachyderm.io "A thick platform might consist of the combination of several inner platform teams providing a myriad of services. A thin platform could simply be a layer on top of a vendor-provided solution." – Team Topologies book chapter on Platform Teams

@andy fl eener@hachyderm.io –Steven Lohrenz on thenewstack “Platform engineering is the process of designing, building, and maintaining work fl ows and tools for software engineering organizations to drive consistency and speed up common tasks.“

@andy fl eener@hachyderm.io Undifferentiated Engineering

@andy fl eener@hachyderm.io Undifferentiated Engineering Not everything you do will provide direct value to your customers Some of the most valuable work is improving the way you do work https:// fl ickr.com/photos/darea62/49395809012/in/photolist-2ni84xT-dL6Wum-2iLqcqq-2kXTYuw-7sx6st-2jSEu8L-sTFLqQ-2nfnL5x-Mx37rR-2gD4qCb-PkrUDQ-2kAu5CK- usFoPi-2hDGVmT-28xRKD4-2iehVxy-2icwqUa-28d3ZbC-2gmwYVa-2idL4uJ-s72gC7-2kdeMzz-PFngiZ-2gNwhcX-XKSRWE-aC76sF-2hFeFou-ZMisnR-2kyWFjb-29vJGPj-HAHtHV-2nNdaoU- DL1yYc-2jWbmpr-AVX3o3-2hhRBn9-27mUZUU-2ifWr6w-2k7BA45-23Y6CHz-2eykGTk-LjwXFK-2kJUEcT-2i4BtkS-dqfMuW-zafnSp-Qg8wYS-QkbJ8X-2kQLJ6m-2ni7UXo/

@andy fl eener@hachyderm.io Platforms serve at least 3 purposes Limit Entropy – Drive consistency Gain Ef fi ciency – Speeding up common tasks = cheaper & faster Reduce Cognitive-Load – Shrink the surface area of what an average engineer needs to know https:// fl ickr.com/photos/stillugly/52045913916/in/photolist-2ni84xT-dL6Wum-2iLqcqq-2kXTYuw-7sx6st-2jSEu8L-sTFLqQ-2nfnL5x-Mx37rR-2gD4qCb-PkrUDQ-2kAu5CK- usFoPi-2hDGVmT-28xRKD4-2iehVxy-2icwqUa-28d3ZbC-2gmwYVa-2idL4uJ-s72gC7-2kdeMzz-PFngiZ-2gNwhcX-XKSRWE-aC76sF-2hFeFou-ZMisnR-2kyWFjb-29vJGPj-HAHtHV-2nNdaoU- DL1yYc-2jWbmpr-AVX3o3-2hhRBn9-27mUZUU-2ifWr6w-2k7BA45-23Y6CHz-2eykGTk-LjwXFK-2kJUEcT-2i4BtkS-dqfMuW-zafnSp-Qg8wYS-QkbJ8X-2kQLJ6m-2ni7UXo/

@andy fl eener@hachyderm.io “Platform engineering is a new fi eld that has arisen to meet the growing complexity of distributed software development. As software development has started involving more tools, clouds and work fl ows, it’s become increasingly dif fi cult for software developers who are now asked to manage more different aspects that go into writing robust, secure, performant and capable applications.” –Steven Lohrenz on thenewstack

@andy fl eener@hachyderm.io How do you know if you need a platform?

@andy fl eener@hachyderm.io

@andy fl eener@hachyderm.io What kind of Platform you need? 
 It depends: What is your Business Strategy? What is your Organizational Strategy? What is your Technical Strategy? https:// fl ickr.com/photos/btonevibes/22926643566/in/photolist-2ni84xT-dL6Wum-2iLqcqq-2kXTYuw-7sx6st-2jSEu8L-sTFLqQ-2nfnL5x-Mx37rR-2gD4qCb-PkrUDQ-2kAu5CK- usFoPi-2hDGVmT-28xRKD4-2iehVxy-2icwqUa-28d3ZbC-2gmwYVa-2idL4uJ-s72gC7-2kdeMzz-PFngiZ-2gNwhcX-XKSRWE-aC76sF-2hFeFou-ZMisnR-2kyWFjb-29vJGPj-HAHtHV-2nNdaoU- DL1yYc-2jWbmpr-AVX3o3-2hhRBn9-27mUZUU-2ifWr6w-2k7BA45-23Y6CHz-2eykGTk-LjwXFK-2kJUEcT-2i4BtkS-dqfMuW-zafnSp-Qg8wYS-QkbJ8X-2kQLJ6m-2ni7UXo/

@andy fl eener@hachyderm.io Remember our Goals Limit Entropy – Drive consistency Gain Ef fi ciency – Speeding up common tasks = cheaper & faster Reduce Cognitive-Load – Shrink the surface area of what an average engineer needs to know https:// fl ickr.com/photos/stillugly/52045913916/in/photolist-2ni84xT-dL6Wum-2iLqcqq-2kXTYuw-7sx6st-2jSEu8L-sTFLqQ-2nfnL5x-Mx37rR-2gD4qCb-PkrUDQ-2kAu5CK- usFoPi-2hDGVmT-28xRKD4-2iehVxy-2icwqUa-28d3ZbC-2gmwYVa-2idL4uJ-s72gC7-2kdeMzz-PFngiZ-2gNwhcX-XKSRWE-aC76sF-2hFeFou-ZMisnR-2kyWFjb-29vJGPj-HAHtHV-2nNdaoU- DL1yYc-2jWbmpr-AVX3o3-2hhRBn9-27mUZUU-2ifWr6w-2k7BA45-23Y6CHz-2eykGTk-LjwXFK-2kJUEcT-2i4BtkS-dqfMuW-zafnSp-Qg8wYS-QkbJ8X-2kQLJ6m-2ni7UXo/

@andy fl eener@hachyderm.io How do you build one?

@andy fl eener@hachyderm.io

@andy fl eener@hachyderm.io 80% talking to people to understand the problem https:// fl ickr.com/photos/schepers/48761144222/in/photolist-2ni84xT-dL6Wum-2iLqcqq-2kXTYuw-7sx6st-2jSEu8L-sTFLqQ-2nfnL5x-Mx37rR-2gD4qCb-PkrUDQ-2kAu5CK- usFoPi-2hDGVmT-28xRKD4-2iehVxy-2icwqUa-28d3ZbC-2gmwYVa-2idL4uJ-s72gC7-2kdeMzz-PFngiZ-2gNwhcX-XKSRWE-aC76sF-2hFeFou-ZMisnR-2kyWFjb-29vJGPj-HAHtHV-2nNdaoU-DL1yYc-2jWbmpr- AVX3o3-2hhRBn9-27mUZUU-2ifWr6w-2k7BA45-23Y6CHz-2eykGTk-LjwXFK-2kJUEcT-2i4BtkS-dqfMuW-zafnSp-Qg8wYS-QkbJ8X-2kQLJ6m-2ni7UXo/

@andy fl eener@hachyderm.io Rule #1 Build trust with people who are going to use the platform (i.e. your coworkers)

@andy fl eener@hachyderm.io

@andy fl eener@hachyderm.io

@andy fl eener@hachyderm.io Without established trust you will NOT get enough feedback to build the platform that your company actually needs

@andy fl eener@hachyderm.io Rule #2 Establish effective feedback loops

@andy fl eener@hachyderm.io We all have more work to do than time to do it Do not expect documentation to do marketing for you Do expect you will be co-creating the platform with the people who are going to use it Be AVAILABLE https:// fl ickr.com/photos/146264147@N03/34309143893/in/photolist-UgMkaF-ViNQtg-UVcKkb-UgMkzt-UgMef4-Vvna6R-ViNX88-Vvn8wt-QFj65b-UgMgG8-VrShV5-UgMeHt-ViP4Gv-UVd7Gj- UVdams-UVcK1d-ViNMFH-Vvn6Yi-ViNVAF-UgMjPa-ViP364-ViNSpR-UgMpik-VfPjYw-UVd8LJ-UVcHcJ-VfPkCY-UVcHEY-ViNGnB-ViNEfv-UVcMMf-VfPjoy-ViNXzF-ViNP8a-UgMGi2-PsLRqg- UgMzzx-UdK2nj-ViNETe-UgMEj2-Vvn8SP-ViP6bc-UdKdsL-VfPC9U-UVd5vW-UgMFfR-9SpDQo-PsLT2x-Pq5qHU-QteCR5

@andy fl eener@hachyderm.io

@andy fl eener@hachyderm.io

@andy fl eener@hachyderm.io 10% deciding what not to build https:// fl ickr.com/photos/elka_cz/729827561/in/photolist-27uyiP-73hcvn-2kcGj3P-7NpeXr-2nMqn6o-4VPSMB-B8aWt-oBhfRi-2jfD6kA-paGeSy-2jPMQkp-qPB8tc-PRKjQe-2ez2Umr-CqJyt- b2D2CZ-2efotfR-8Hu1s7-DuqTmW-FE2zj-NyMkg-2mV7wM4-tEqi4-H5vn4d-J2Wafj-mH1jFr-2gBKUWY-q8C5fr-2NzaNE-5FjeTP-pbJ2tP-5bsEE2-v4NwbF-qC1ZTA-2iFWqSr-NQpRM- oyGDTd-27ZAWym-2d3FSJ-6drNuG-bpkp5K-4T2qsD-73haYc-7rJgaf-29ZSBi-8gaRmr-X1y1e7-eUgA2h-eU5dun-CmSthQ/

@andy fl eener@hachyderm.io Rule #3 Find an Opinion

@andy fl eener@hachyderm.io Deciding what your platform won’t do – What constraints it’s going to have, is just as important as deciding what it will do.

@andy fl eener@hachyderm.io Be as explicit as possible about the constraints and contracts

@andy fl eener@hachyderm.io Not every idea will move you towards your goals

@andy fl eener@hachyderm.io

@andy fl eener@hachyderm.io

@andy fl eener@hachyderm.io 10% crushing hopes and dreams https:// fl ickr.com/photos/96dpi/4796200235/in/gallery-maven-72157622717379143/

@andy fl eener@hachyderm.io Rule #4 Chop Wood and Carry Water

@andy fl eener@hachyderm.io Your stakeholders will want some things that are impossible to deliver https:// fl ickr.com/photos/83257111@N04/49810217188/in/photolist-2hU6yWR-2iTymiP-2iTymCB-2iTB8CW-2iTyntj-2iTBcCp-2iTynXA-2iTyod5-2iTBdFg-2m5xpiH/

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@andy fl eener@hachyderm.io Ruthlessly prioritize - decide what you’re not going to build and stand by your decisions

@andy fl eener@hachyderm.io It’s more important to make good on the promises you make than to make promises to everyone

@andy fl eener@hachyderm.io You won’t know if you got it right until it’s in use

@andy fl eener@hachyderm.io

@andy fl eener@hachyderm.io

@andy fl eener@hachyderm.io How do you migrate to it?

@andy fl eener@hachyderm.io Always be Migrating Start small - fi nd the smallest batch you can Avoid one way doors State is the worst https:// fl ickr.com/photos/joeyz51/52520157154/in/photolist-2o22wWW-adVm7U-65ZK9Q-5JfPrW-2hYoBJb-JmdEhd-65t1o5-akvxGR-5bpXHb-doCmFh-XTdQx7-5Cz9FA-d8giUE-8HD6u3-2881ZAk- aEJTVh-2RUBSs-2hHvHY5-e4WbEo-ojmgLA-6QVnkB-2oAXc9b-oCBex2-2nALF3c-jRaZaF-z6LE2k-8Y2YpP-ojmcVQ-oyPnwG-2kSn1kd-abeSDx-2jjoD7r-dyU6k9-2kSoAvs-cyx8GY- oox8Mb-9gKpNh-2kSoB2c-6FJAod-a5f6dz-2m1XcK9-9gGjKn-QZmMN9-MSTd4f-fa455V-SodF6b-2mVuyJN-fa452c-rQbjUJ-fa459D

@andy fl eener@hachyderm.io Small Batches Find the smallest workload you can to migrate fi rst Shrink the feedback loop Small things are easier to reason about https:// fl ickr.com/photos/pedrosimoes7/50111796202/in/photolist-Y1Bfvk-2jmd49f-WqdBU7-WyRgtP-26GUF8B-r9pt4m-ZnEQrY-afmChE-2gMpuj2-oEKBFS-2m6FD8T-9enLYa-2jhb4jp- N8G8jW-2jdqV6J-2jhJx6L-buBUFY-Jq2Hb6-2kZw3jf-2kZshPP-2gN7jJh-2m8qjtZ-2b9sgQA-hPywe-KgKQ9p-2m6KiBE-2hxTU6m-rd2BWJ-2iyjTpw-8RQ5s2-QGpcDm-2o3NKpa-2nmhM9X-2c3kTjd- dPoUPA-NbcvrP-dtR3cH-291vbFi-2gxSaD6-7U8GH3-bVRXUM-Rtb5ry-CzEqeh-2k62p55-ZUD4zf-H1PbWH-2kV52pF-fwdGUz-2jZRWNm-26fhaoj/

@andy fl eener@hachyderm.io No One-way Doors Leave yourself a way out Run on both platforms at the same time Make the switch a boring event https:// fl ickr.com/photos/kirinqueen/631677659/in/photolist-XPvL8-cC7KMC-WeRH21-21cyq1q-XB9tAu-Q9Mz95-GCVU8w-24tnQCe-aqAQfN-s5BESG-271PJfa-7q8u8g-teakiP-9n282i-EaVRe9-4zeuzg- H4whv2-j6iQ65-f7VbaQ-224wvSj-cLVyZL-s8GBwT-2cY2Bs4-jz3Eb9-G5Ap9-oCyzcZ-MEGyXE-RXNEDX-gwGrBB-4z5wrn-pvpmm6-awL3NP-J3qg4t-2w6wH8-8GkX5N-F2HV7s-hbZnc1-sxtJxG- Ny1jBN-2bcw1QD-7VZ7bT-27V7Bn5-EjNRg9-24pXXkN-4YXvji-LQsxkY-p94yVw-gi5EgL-Sou2BN-pZYpPK/

@andy fl eener@hachyderm.io State is literally the WORST Find ways to manage state separately from your compute Use replication and failover systems where you can Build state veri fi cation tests in places where you have concern https:// fl ickr.com/photos/193347187@N08/52076533882/in/photolist-2nkPRcQ-BcGuU3-2hzjYK3-2ixi5bd-6knt5h-HXJyhV-BUA5B1-2fuCWMm-2iGNkem-9XoPqS-2hTfFWV-2mNLJwN-2kZkcJA-2mzyNxG- LkyL1o-2oswHv1-4f9L7Q-298RPMf-QZV7M6-2jHFhc5-2jPVqZ6-2kcwDJJ-2couQTd-2h38e9p-4QtfsF-HLuGEA-2iT9one-2bNYTh-2nK99i4-8iCuT6-2mny5Py-2h3w1Dy-GFxVte-6JFVwp-2mzxz61-2jLUHpd- Edrort-x4nqDA-2iUtpPJ-Hpr6tL-3ZTPUB-p6MaX-8ievKV-SNcvbG-2kreWZf-7MH4Ug-2kaiEg7-2g8ATeN-emSbWi-dPzkVc

@andy fl eener@hachyderm.io So how do you evolve it?

@andy fl eener@hachyderm.io The average life of a platform is 3-5 years

@andy fl eener@hachyderm.io The more you extend the life the higher the value

@andy fl eener@hachyderm.io Pay attention to the court of public opinion

@andy fl eener@hachyderm.io Find ways to add value throughout the platform

@andy fl eener@hachyderm.io Find a balance of the right number of stops along the way https:// fl ickr.com/photos/schepers/48761144222/in/photolist-2ni84xT-dL6Wum-2iLqcqq-2kXTYuw-7sx6st-2jSEu8L-sTFLqQ-2nfnL5x-Mx37rR-2gD4qCb-PkrUDQ-2kAu5CK- usFoPi-2hDGVmT-28xRKD4-2iehVxy-2icwqUa-28d3ZbC-2gmwYVa-2idL4uJ-s72gC7-2kdeMzz-PFngiZ-2gNwhcX-XKSRWE-aC76sF-2hFeFou-ZMisnR-2kyWFjb-29vJGPj-HAHtHV-2nNdaoU-DL1yYc-2jWbmpr- AVX3o3-2hhRBn9-27mUZUU-2ifWr6w-2k7BA45-23Y6CHz-2eykGTk-LjwXFK-2kJUEcT-2i4BtkS-dqfMuW-zafnSp-Qg8wYS-QkbJ8X-2kQLJ6m-2ni7UXo/

@andy fl eener@hachyderm.io The anticipation of arrival always feels like it took longer than it did We got there! https:// fl ickr.com/photos/schepers/48761144222/in/photolist-2ni84xT-dL6Wum-2iLqcqq-2kXTYuw-7sx6st-2jSEu8L-sTFLqQ-2nfnL5x-Mx37rR-2gD4qCb-PkrUDQ-2kAu5CK- usFoPi-2hDGVmT-28xRKD4-2iehVxy-2icwqUa-28d3ZbC-2gmwYVa-2idL4uJ-s72gC7-2kdeMzz-PFngiZ-2gNwhcX-XKSRWE-aC76sF-2hFeFou-ZMisnR-2kyWFjb-29vJGPj-HAHtHV-2nNdaoU-DL1yYc-2jWbmpr- AVX3o3-2hhRBn9-27mUZUU-2ifWr6w-2k7BA45-23Y6CHz-2eykGTk-LjwXFK-2kJUEcT-2i4BtkS-dqfMuW-zafnSp-Qg8wYS-QkbJ8X-2kQLJ6m-2ni7UXo/

@andy fl eener@hachyderm.io Sometimes you will fi nd things you didn’t anticipate Be poised to adapt https:// fl ickr.com/photos/22691568@N04/43656057080/in/photolist-2ni84xT-dL6Wum-2iLqcqq-2kXTYuw-7sx6st-2jSEu8L-sTFLqQ-2nfnL5x-Mx37rR-2gD4qCb-PkrUDQ-2kAu5CK- usFoPi-2hDGVmT-28xRKD4-2iehVxy-2icwqUa-28d3ZbC-2gmwYVa-2idL4uJ-s72gC7-2kdeMzz-PFngiZ-2gNwhcX-XKSRWE-aC76sF-2hFeFou-ZMisnR-2kyWFjb-29vJGPj-HAHtHV-2nNdaoU-DL1yYc-2jWbmpr- AVX3o3-2hhRBn9-27mUZUU-2ifWr6w-2k7BA45-23Y6CHz-2eykGTk-LjwXFK-2kJUEcT-2i4BtkS-dqfMuW-zafnSp-Qg8wYS-QkbJ8X-2kQLJ6m-2ni7UXo/

@andy fl eener@hachyderm.io More about the journey than the destination Invest in the process to evolve the platform https:// fl ickr.com/photos/193347187@N08/52045942829/in/photolist-2ni84xT-dL6Wum-2iLqcqq-2kXTYuw-7sx6st-2jSEu8L-sTFLqQ-2nfnL5x-Mx37rR-2gD4qCb-PkrUDQ-2kAu5CK-usFoPi-2hDGVmT-28xRKD4-2iehVxy-2icwqUa-28d3ZbC-2gmwYVa-2idL4uJ- s72gC7-2kdeMzz-PFngiZ-2gNwhcX-XKSRWE-aC76sF-2hFeFou-ZMisnR-2kyWFjb-29vJGPj-HAHtHV-2nNdaoU-DL1yYc-2jWbmpr-AVX3o3-2hhRBn9-27mUZUU-2ifWr6w-2k7BA45-23Y6CHz-2eykGTk-LjwXFK-2kJUEcT-2i4BtkS-dqfMuW-zafnSp-Qg8wYS- QkbJ8X-2kQLJ6m-2ni7UXo/

@andy fl eener@hachyderm.io Questions? https:// fl ickr.com/photos/96dpi/4771273008/in/gallery-maven-72157622717379143/