Archive → May, 2010
Why – The Most Important Question
In the world of new product development our days are loaded with decisions, mostly small and routine with a scattering of financially significant judgments that can make or break programs. Are significant decisions born out of sound judgment and great engineering, or are they largely defined by historic reasons? Questioning and challenging historic reasons for decisions is one of the most important aspects of a learning organization, one that consistently displays industry leadership.
We must never base the future solely on how things are done today. Ask why consistently and discover that the solid reasoning of the past is not necessarily valid today. The businesses that failed to weather the financial storm of the past few years became stale and complacent; they were mired in the ways of the past because they did not question the course they were on. What worked yesterday was not working today, and no one openly questioned the chosen direction, until it was too late.
When considering new products in the chip business there are many questions that must be routinely asked to ensure top-notch products and product execution are the norm. Give the following example questions some thought, real thought and then decide if you should challenge a historic assumption that may be stymieing progress.
The Important “why” Questions of New Product Development
- Is a smaller die size at the expense of time to market valid? Why?
- Is a finer pitch technology choice valid for minimizing total product cost and risk? Why?
- Are new product requirements being driven, or are they just happening? Why?
- Are ASP’s really value driven or is cost quietly driving them? Why?
- What percentage of new products are losers? Why?
- Are design environment customizations hindering or helping? Why?
- Is the tool flow for a given technology optimal? Why
- Is the cost vs. benefit analysis of offshore activities valid? Why?
- Is the magnitude of new product approvals damaging your new product success ratio? Why?
- Is product differentiation working? Why?
- Are projects under control? Why?
- Are new product teams accountable? Why?
Actions that are launched from answers to questions such as these will ensure the status quo does not take root and bear the fruit of complacency in your organization. Challenge assumptions by asking probing questions, never accept historic justifications as suitable answers and in no way allow a lack of facts to imply the routine course is correct. Why, the most important question new product organizations need to ask is the only protection against terminal sameness.
What historic assumption will you be questioning today?
Survey – How is Internal EDA Support Utilized
The link below is a survey to identify how your organization is utilizing internal EDA resources, what your expectations are of internal support along with your level of satisfaction. Once you complete the 5-10 minute survey you will be presented with a link to monitor results. Final results will be published here on this blog. Many thanks to those who choose to participate.