I've been waiting for DFT Digest to come back from the holidays and finally dropped a line to John Ford to find out what was up. Turns out that the stuff of life has eased out John's blogging time, which is unfortunate on two levels.
One, John had just started to try to market the site as a way to bring some income in (selling advertising), and unsurprisingly, it didn't happen. So the industry's lack of marketing will is still in effect. If it wasn't, John might have had a reason to continue.
Two, there just wasn't much decent coverage of design for test issues and technology and that really ticks me off. DFT is one of the more important issues in semiconductor design, it isn't fun, and the people that do it labor in far too much obscurity.
But then, if companies involved in DFT were more committed to letting people know what they do, people like John might still be around covering stuff... and Logic Vision might still be viable company rather than a cheap acquisition.
Who is listening to you? You might be surprised
That takes some effort to listen and be aware of what the opportunities actually are but if you ignore them you do so at at your own peril. Throughout my career as a professional communicator I come across clients who are absolutely sure they know who their audience is. Invariably they are wrong.Let me give you an example. Many years ago I counseled a semiconductor company that had a great business selling components to Apple for the iPod. They sold almost 30 percent of all their product to Apple. They knew that Apple was never going away. In our research into the effectiveness of their content we found what seemed to be a discrepancy. We knew that there were multiple product groups that the client’s technology would fit, but they were focused only on the iPod team. We told them they needed to start a focus on development teams. They responded, “We know who to talk to, you just concentrate on putting out press releases.” Six months later, at a trade show, two Apple team managers came ...
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