editor's blog
Subscribe Now

Shouting in the Wind

I had a quick conversation with Sibridge’s CEO Rajesh Shah at DVcon. This was right after Synopsys had made their Discovery VIP announcement. Which was good and bad for Sibridge. The good was that it gave a point of reference. The bad is clear in how he was able to position what they do: “We basically have Discovery VIP, only three years earlier.”

It’s like being at a party and telling a great joke, only to have some other noise drown it out so that no one hears it – except for the guy next to you, who takes advantage of the next silence to retell the joke to great laughs and pats on the back while you sit there glowering.

Of course, while Mr. Shah’s comment was simple enough in the context of that moment, that’s not how you ultimately define your business – by referring to your competition. I asked him what their angle is, how they compete. First, of course, he said that their IP has been out there longer and is therefore of high quality – and may also be more cost effective. But his summary statement was this: “We simply want to be easy to do business with.”

Which can be an advantage – we’ve all known companies that inexplicably make it hard to do business. But it made me think – company size can be used to justify good service or ease-of-purchase both ways. If you’re small, then you have the focus and attention that a big company doesn’t have. If you’re big, then you have the resources that a small company doesn’t have. They can both justify why they’re the better bet.

In the end, my experience is that size alone doesn’t matter when it comes to this: only attitude matters. If a company – big or small – decides it wants to be easy to do business with, then it will be because it’s a focus. If that is not made a priority, then it won’t happen, big or small.

Leave a Reply

featured blogs
May 25, 2018
As I mentioned in my last post , I attended one day of the Embedded Vision Summit this week, and as I did last year , I had a great time learning about vision applications in the AI landscape. Last year, I attended more of the '€œFundamentals'€ and '€œBusiness Insights...
May 25, 2018
A key component of any high-speed signal path is the interconnect.  Design engineers must identify the right connector (or connectors) and the best performance for the application. At 56 Gbps PAM4 data rates (and higher), connector selection becomes more challenging. Interco...
May 24, 2018
Amazon has apparently had an Echo hiccup of the sort that would give customers bad dreams. It sent a random conversation to a random contact. A couple had installed numerous Alexa-enabled devices in the home. At some point, they had a conversation '€“ as couples are wont to...