Chapter 1: Semiconductor Industry – Explains all sorts of facets about the industry ranging from the costs involved in creating and running a fab, to various forms of IP like ARM, Atom, and PowerPC processors and cores, to what’s happening with the semiconductor industry in Japan.
Chapter 2: EDA Industry – Presents many interesting points of view, starting with why EDA (which is predominantly a software-based industry) has a hardware business model. Then bounces around looking at things like the corporate CAD cycle, Verilog and VHDL, Design for Manufacturing, ESL, the EDA press, and where EDA is going in the next ten years.
Chapter 3: Silicon Valley – Considers visas, green cards, China, India, Patents, and the Upturns and Downturns in the valley.
Chapter 4: Management – Being a CEO, hiring and firing in startups, emotional engineers, strategic errors, acquisitions, interview questions, managing your boss, how long should you stay in a job, and much more.
Chapter 5: Sales – Semi equipment and DDA, hunters and farmers, $2M per sales person, channel choices, channel costs for an EDA startup, application engineers, customer support, running a sales force, and much more.
Chapter 6: Marketing – Why Intel only needs one copy, the arrogance of ESL, standards and old standards, pricing, competing with free EDA software, don’t listen to your customers, swiffering new EDA tools, creating demand in EDA, licensed to bill, barriers to entry, the second mouse gets the cheese, and much more.
Chapter 7: Presentations – The art of presentations, presentations without bullets, all-purpose EDA keynote, finger in the nose, it’s like football only with bondage, and much more.
Chapter 8: Engineering – Where is all the open source software, why is EDA so buggy, internal deployment, groundhog day, power is the new timing, multicore, process variation, CDMA tales, SaaS for EDA, and much more.
Chapter 9: Investment and Venture Capital – Venture capital for your grandmother, crushing fixed costs, technology of SOX, FPGA software, Wall Street values, royalties, why are VCs so greedy, the anti-portfolio, CEO pay, early exits, and much more
EDAgraffiti Paul McLellan with a foreword by Jim Hogan - Click here
Chapter 2: EDA Industry – Presents many interesting points of view, starting with why EDA (which is predominantly a software-based industry) has a hardware business model. Then bounces around looking at things like the corporate CAD cycle, Verilog and VHDL, Design for Manufacturing, ESL, the EDA press, and where EDA is going in the next ten years.
Chapter 3: Silicon Valley – Considers visas, green cards, China, India, Patents, and the Upturns and Downturns in the valley.
Chapter 4: Management – Being a CEO, hiring and firing in startups, emotional engineers, strategic errors, acquisitions, interview questions, managing your boss, how long should you stay in a job, and much more.
Chapter 5: Sales – Semi equipment and DDA, hunters and farmers, $2M per sales person, channel choices, channel costs for an EDA startup, application engineers, customer support, running a sales force, and much more.
Chapter 6: Marketing – Why Intel only needs one copy, the arrogance of ESL, standards and old standards, pricing, competing with free EDA software, don’t listen to your customers, swiffering new EDA tools, creating demand in EDA, licensed to bill, barriers to entry, the second mouse gets the cheese, and much more.
Chapter 7: Presentations – The art of presentations, presentations without bullets, all-purpose EDA keynote, finger in the nose, it’s like football only with bondage, and much more.
Chapter 8: Engineering – Where is all the open source software, why is EDA so buggy, internal deployment, groundhog day, power is the new timing, multicore, process variation, CDMA tales, SaaS for EDA, and much more.
Chapter 9: Investment and Venture Capital – Venture capital for your grandmother, crushing fixed costs, technology of SOX, FPGA software, Wall Street values, royalties, why are VCs so greedy, the anti-portfolio, CEO pay, early exits, and much more
EDAgraffiti Paul McLellan with a foreword by Jim Hogan - Click here
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