With IT budgets under pressure and infrastructure estates becoming harder to manage, many organisations are reassessing how complexity affects cost, risk, and operational control. What was once manageable can quickly become difficult to recover, explain, or adapt as environments grow.
This article explores why complexity itself is increasingly being treated as a leadership and decision challenge, and includes a conversation with the CEO of euroNAS offering perspective on how organisations are thinking about simplicity, control, and infrastructure design in practice.
For years, enterprise infrastructure has followed a familiar pattern: more features, more layers, more tools. Every new platform promised greater flexibility, higher availability, or better performance — but often at the cost of complexity.
Today, many IT leaders are realising something uncomfortable.
Their infrastructure doesn’t fail because it lacks capability.
It fails because it has become too hard to operate.
In a recent episode of Smarter Strategic Thinking, we sat down with Tvrtko Fritz, founder of euroNAS, to explore why simplicity not scale is becoming one of the most important differentiators in modern infrastructure design.
What emerged was not a product pitch, but a philosophy shaped by years spent inside real customer environments.
Enterprise IT has gradually normalised complexity.
Multiple management consoles.
Layered licensing models.
Storage platforms that require specialist knowledge just to deploy.
Over time, this has created environments where only a small number of people truly understand how the infrastructure works — and what to do when something goes wrong.
As Tvrtko explains, this isn’t a technical problem. It’s an operational one.
When systems are difficult to deploy, difficult to manage, and difficult to recover, the risk isn’t theoretical. It shows up in:
In many organisations, infrastructure complexity has become a bottleneck — not an enabler.
euroNAS did not start as a company chasing market trends.
It started as a response to real frustration.
Tvrtko’s background was not in sales or marketing, but in hands-on technical work. Supporting customers, deploying systems, and dealing with the consequences of over-engineered platforms shaped his view early on.
The goal was never to create “another storage product.”
The goal was to remove friction.
To design systems that:
That philosophy became the foundation of euroNAS’ platform approach — one that blends storage, virtualisation, and high availability without forcing organisations into sprawling architectures.
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One of the most striking insights from the conversation was this:
simplicity scales better than complexity.
As organisations grow, they don’t just add capacity. They add:
In these environments, platforms that rely on manual intervention, deep configuration, or specialised skillsets become harder — not easier — to manage over time.
euroNAS takes a different view.
By focusing on:
the platform is designed to reduce the cognitive load placed on IT teams — especially those managing infrastructure alongside many other responsibilities.
This isn’t about limiting capability.
It’s about making capability usable.
Another important theme in the discussion was how organisations are reassessing their infrastructure stacks in the wake of VMware licensing changes and broader shifts in the virtualisation market.
For many IT leaders, this moment has forced a deeper question:
Do we want to replace complexity with more complexity — or rethink how infrastructure should work?
euroNAS positions itself not as a drop-in replacement, but as an alternative path: one where storage and virtualisation are tightly aligned, high availability is built-in rather than bolted on, and operational simplicity is treated as a core requirement.
In a market full of reactive decisions, this more deliberate approach is resonating.
Enterprise platforms are often judged by checklists:
But as Tvrtko points out, these lists rarely capture the day-to-day experience of running infrastructure.
The hidden costs show up elsewhere:
Simplicity, in this context, is not about doing less.
It’s about reducing friction between intent and execution.
That’s the gap euroNAS is trying to close.
What this conversation makes clear is that infrastructure decision-making is changing.
IT leaders are no longer just asking:
They’re asking:
Simplicity is no longer a “nice to have.”
It’s becoming a strategic advantage.
This article only scratches the surface of the discussion with euroNAS.
The full episode explores:
This article is based on the full discussion with Panzura on the Smarter Strategic Thinking podcast.
