editor's blog
Subscribe Now

EDA180

There are certain people that are unlikely to leave those whom they encounter without an opinion. John Bruggeman is one such person. If you’ve ever watched him present, he controls the stage like an old-time revival preacher. He’s not convincing you of anything; he’s expounding absolute truths and you better get on board if you know what’s good for you. There are those in the press who have been scolded by him for not promoting his vision or embracing some new buzzword he coined.

Most recently, he’s been the force behind and face in front of Cadence’s much trumpeted EDA360 program, with which, depending on your view, Cadence finally took the EDA industry in a direction customers have been needing for years, or they just discovered and then wrapped a marketing program around something other EDA companies claim to have been saying for years.

But, in truth, they did more than just create a marketing campaign, regardless of whether you think the message is new. They also reorganized the company along the lines of EDA360, so credit has to be given for putting some action behind the words.

It was just announced on Friday, however, that Mr. Bruggeman is now leaving the company. Rumors may swirl as to why; the official word is, of course, all nicey nice. And catty water-cooler gossip is probably unbecoming. The real question is, does this leave EDA360 intact or is this the result of a decision that the program didn’t work?

That’s no minor question. It’s one thing to say that a marketing program didn’t have the desired ROI. Happens all the time. But because they put the organization behind the program, a complete repudiation of the message would further necessitate another round of big internal changes. Something Cadence could probably do without.

Checking with them, yes, there is some reorg, but not undoing the 360-centric structure. Rather, marketing is being de-centralized, with each operating group getting a marketing contingent. The intent is to bring marketing and engineering closer together. Which isn’t a bad idea. It’s harder to yell at the other guy if you actually know his or her name or what their face looks like.

Pankaj Mayor is taking on the role of acting CMO for the time being (although it’s not clear whether it will be a C role ongoing). The reasons for John’s departure will remain the topic of speculation (unless you know what really happened, in which case… you know how to get ahold of us…).

Cadence’s message answering my query regarding the future of EDA360 included the statement, ” We believe this [organizational] change will intensify and accelerate our strategy towards fulfilling the vision of EDA360.” Which would make it seem that, from an execution standpoint, it’s more or less business as usual.

So for now, it appears only to be John that’s doing a 180.

Leave a Reply

featured blogs
May 24, 2022
Today is going to be my monthly update. This normally runs on the last Friday of the month, but that's a Cadence Global Recharge Day, so we will all be off. For various other reasons, I need to... ...
May 20, 2022
I'm very happy with my new OMTech 40W CO2 laser engraver/cutter, but only because the folks from Makers Local 256 helped me get it up and running....
May 19, 2022
Learn about the AI chip design breakthroughs and case studies discussed at SNUG Silicon Valley 2022, including autonomous PPA optimization using DSO.ai. The post Key Highlights from SNUG 2022: AI Is Fast Forwarding Chip Design appeared first on From Silicon To Software....
May 12, 2022
By Shelly Stalnaker Every year, the editors of Elektronik in Germany compile a list of the most interesting and innovative… ...

featured video

Increasing Semiconductor Predictability in an Unpredictable World

Sponsored by Synopsys

SLM presents significant value-driven opportunities for assessing the reliability and resilience of silicon devices, from data gathered during design, manufacture, test, and in-field. Silicon data driven analytics provide new actionable insights to address the challenges posed to large scale silicon designs.

Learn More

featured paper

Introducing new dynamic features for exterior automotive lights with DLP® technology

Sponsored by Texas Instruments

Exterior lighting, primarily used to illuminate ground areas near the vehicle door, can now be transformed into a projection system used for both vehicle communication and unique styling features. A small lighting module that utilizes automotive-grade digital micromirror devices, such as the DLP2021-Q1 or DLP3021-Q1, can display an endless number of patterns in any color imaginable as well as communicate warnings and alerts to drivers and other vehicles.

Click to read more

featured chalk talk

Current Sense Amplifiers: What Are They Good For?

Sponsored by Mouser Electronics and Analog Devices

Not sure what current sense amplifiers are and why you would need them? In this episode of Chalk Talk, Amelia Dalton chats with Seema Venkatesh from Analog Devices about the what, why, and how of current sense amplifiers. They take a closer look at why these high precision current sense amplifiers can be a critical addition to your system and how the MAX40080 current sense amplifiers can solve a variety of design challenges in your next design. 

Click here for more information about Maxim Integrated MAX40080 Current-Sense Amplifiers