Making Great Products Great
Verilab VP JL Gray moderated one of the best executive panels at DVCon ever. Speakers from a range of industries declared that getting great products to market is never about luck, but always about managing the Team, the Vision, and the Expectations that drive them.
Panelists included AMD Corporate VP Mike Leary, Cypress VP of Design Andy Wright, Synopsys Group Director Kevin Thompson [formerly VP at newly-acquired Optical Research Associates], Xilinx VP for IP Mike Frazier, and SpringSoft VP for Verification Yu-Chin Hsu.
All five panelists are seasoned engineering managers, and with JL orchestrating their conversation at DVCon on March 2nd, all were honest enough to admit that making products is never easy, can be full of disappointing pitfalls, and when it does work, it's often the human ingredient that constitutes the secret sauce. Hence, if going to JL's panel was like attending a Master Cooking Class, then here's the recipe for making Great Products great.
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Recipe for success ...
* Maintain a balance between supporting the existing portfolio, and innovating into new technologies.
* Skunk works projects can be incredibly important in initiating new product ideas.
* Make sure there's at least one company or product in the market that's close to what you're about to do, or you'll be too far out on a limb.
* To sell your idea to management, you have to be able to communicate your vision and how it's going to differentiate your company in the market.
* Personal enthusiasm and a collection of colleagues who agree with you are critical to initiating a new project.
* Fear of failing inhibits innovation, so freedom to fail is important – just not with the final product.
* Everybody fails and people who do well, fail a lot – often spectacularly.
* Technology developed for one area that doesn't pan out, can often be successful when applied in a different area.
* Good management sticks by the team even if the project fails the first time around.
* Defensive Engineering focuses on those parts of the project that have never been done before.
* Always acknowledge your ignorance, and find people in the organization who can get it right.
* You can slip the schedule once, but only once, before credibility is compromised.
* Products are about Schedule, Scope, and Resources. You have to pick one and focus on it.
* Moore's Law for Engineers means engineers must improve their skills regularly, in lock-step with ongoing increases in design complexity.
* Engineering has to own the marketability of a product idea, while Marketing has to make sure that products don't become over-engineered.
* Managing artists, PhD's, and analog designers all require patience as those folks never see their work as fully done.
* Time to Market is critical, and the end result of excellent design and verification.
* Ultimately, it's about living up to your promises. If you don't, you'll have zero credibility, either with management or customers.
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