Deciphering Data Gravity: Rethinking the Concept 15 Years Later

We welcome back Andrew Sillifant, Solution Director at Pure Storage, for a deep dive into the concept of data gravity. We start with the traditional 2010 definition coined by Dave McCrory—that data accumulates, making it harder to move, and forcing dependent systems to cluster nearby. However, Andrew presents his core thesis, arguing that this foundational principle is no longer sufficient in a world of exploding complexity. Our conversation emphasizes the need to re-examine data gravity through a modern lens, acknowledging the massive shift to cloud computing and the proliferation of interconnected systems over the last decade. Andrew introduces five crucial dimensions that now describe data's impact: Volume, redefined by context and classification; Dependency, now accelerated by API calls, integration points, and AI agents; Criticality, which includes regulations, security, and implicit SLAs; Velocity, measured by how many functions data is used for; and Latency, complicated by geographic requirements that skew response times. These dimensions highlight how non-physical constraints, like egress fees and data sovereignty laws, create artificial friction that compounds the problem beyond sheer data size. Our discussion concludes with a new framework of five sources of data gravity that IT leaders must address: Technical Gravity (the physical component and mobility), Economic Gravity (the costs of hosting and moving data, like egress fees), Regulatory Gravity (compliance and legal restrictions), Institutional Gravity (the dependency on a small number of people who know how to manage old systems), and Measurement Gravity (budgeting and decision-making risks). Finally, Andrew connects these challenges to Pure Storage, noting how platform features like deduplication and continuous innovation are actively working to lessen the effects of data gravity for customers. To learn more, visit https://blog.purestorage.com/purely-technical/the-economics-of-data-gravity/ Check out the new Pure Storage digital customer community to join the conversation with peers and Pure experts: https://purecommunity.purestorage.com/ 00:00 Intro and Welcome 01:05 Andrew Observations About the USA 04:19 Defining Data Gravity 07:30 Challenges Caused By Data Gravity 09:01 Real World Data Gravity Examples 17:15 Data Gravity Impact Vectors 33:02 New Dimensions of Data Gravity 40:30 Where Pure Helps with Data Gravity