To Blog or Not to Blog

During the 46th Design Automation Conference (DAC) held in San Francisco, California, I had the opportunity to meet with and talk to John Cooley (ESNUG & Deepchip founder). John was one of the speakers at "Conversation Central" hosted by Synopsys. John's topic was "The Evolution of ESNUG and Deepchip", where he described his journey with ESNUG and now Deepchip. I have to say that over the years, I have met more people who view John with contempt and very few who have directly stated anything to the contrary. When I was at a small startup called Verplex systems, I ran into John at DAC 2000. During my brief conversation with him on topics that included the point of esnug, he abruptly stopped me and said, "Give me the top 10 bugs with Verplex software, known workarounds and fixes in the works and I will be happy to post that on esnug". His position was, "You will get some serious press from that". I was kind of taken aback by his words. I mean who in the EDA world in the right mind would openly put out known bugs and issues for the world to consume. It was imperative that you protect the company and not give the competition any ammunition and openly offer up marketing fodder for the competition. John had ended with "My audience is only interested in hearing about bugs in the software, workarounds and what's being done to fix the bug. This material they will consume, any others they are not interested". We walked away from each other and that was that. We never crossed paths again until now.

This time at DAC, John pretty much repeated the same words that I had heard him say in 2000. I thought, "This guy is relentless, he never gives up his mantra". But there was one change this time around. I had left the EDA world for over 2 years and My time outside of EDA was spent in new areas of Consumer and Enterprise Mobile Applications, and Social Media (SM). Armed with new found knowledge of SM and its acceptance in other areas of the industry, I wanted to come back to DAC to see if I could tie in these new areas and it's relevance and applicability to the high technology industry.

There is no doubt that John has achieved significant success with ESNUG and Deepchip. These forums moderated by John, offers a discussion platform where engineers email him their personal experiences with EDA tools. He forces people to give him real data and not fluff. He wants benchmark data and testcase stats (run time, design size, memory used, crashes, known issues, workarounds etc.). As you know, the tendency within the EDA and the semiconductor design industry is to frown upon this kind of postings by employees. There is the risk that either party may overstep the bounds of their mutual NDA's or that some secrets might be revealed by openly discussing issues at such forums. Also the EDA industry is a small world and one could risk alienating themselves or hurt future job prospects. This is an industry where everyone plays nice. In terms of identity, John gives people the necessary cover if they request anonymity, hoping that they will be elaborate with their posts. While this has mostly resulted in good information exchange for the engineers, much to the EDA world does not look forward to these posts, mainly because this is perceived by them as having their dirty laundry exposed and openly discussed on his forum. I for one, don't believe that John acts against the EDA industry or against any particular company. Neither do I think that he specifically sides with any one company. It is quite clear that he will post articles submitted by his user community as long as they meet the basic requirements he sets for them. John does allow controversial unverified statements or arguments to be posted on his forum. Its obvious he can't really verify the validity of every claim made by these posts. But, he does allow EDA companies to respond to these posts. The only thing John does not allow is people/companies to post any information that he considers as marketing or publicity material. One thing is certain, he seems to cherish controversy.

What surprised me was his comment and strong opinion that, "Engineers should not write personal blogs". He said that engineers should instead post in forums with an established audience, such as deepchip.com. He claims to have 25,000 active readers. John argues that the trouble with personal blogs is the following:

• A blogger may not have enough material to maintain the continuity of the blog site. He quoted some random stats. (#1: 99.5% of blogs fail within 2 months #2: 99.5% consist of 2 or 3 posts on EDA, followed by irrelevant posts or nothing)

• A blog owner doesn't have time to moderate comments or may be too biased to allow comments against the post.
• Personal blogs are not focused and some postings are of a personal nature.
• The audience is limited and that there's no money in it.
• He says no one ever got a job writing a blog. He counters that by adding that many people on his forum have gotten job offers merely by John's recommendation.
  

His claim is that established sites like deepchip offer a platform for interactive discussion. Yes, John will give you all kinds of reasons not to write blogs. That's because if you do so and get good at it, maybe he will lose some traffic from his site. He obviously wants deepchip.com to be the center of the universe for EDA discussion. His 25,000 subscribers keep coming back for more and that means he has eyeballs on his site which translates to Ad revenues. Of course he is going to tell you not to write.

I want to tell each and every engineer out there that if you feel like writing, please do so. Don't ever let anyone (including John Cooley) discourage you from creating a blog. Just ensure that you counter the 5 points he raises above which are quite valid. Write because you like to do so and not because it's a one time thing. Be expressive, Be bold and take a stance. Plan your blog beyond just the first article.

Just remember:

• It is very easy to get a blog site up and running.
• Create a community, find other bloggers and cross link your sites so that you can share viewers.
• Identify yourself. Don't ever write anonymously, for it is useless.
• Have pre-screened guest authors share their views on your site, so your site can have regular and quality updates.
• Don't do it for money. With falling CPM's and low traffic you will hardly get anything to write home about.
• Allow un-moderated comments. Have people who comment identify themselves to weed out spammers and flamers.
• Be prudent about what you say and always use common sense. Your first amendment right does not protect you from slander.
• If you work for a large corporation, make sure that your personal blog does not meander away from the Social Media Policies of your corporation.
• Provide value to your audience
  

Can the EDA industry truly leverage Social Media?

I just got back from the 46th Design Automation Conference (DAC) held in San Francisco, California. Having been out of the Electronic Design Automation (EDA) industry for a little over a year now, I was coming back in with an outsider's perspective. My time outside of EDA was spent in new areas of Consumer and Enterprise Mobile Applications, Social Media (SM) and it's relevance and applicability to the high technology industry. I was intrigued to find out that Synopsys, one of the leading EDA companies had created "Conversation Central" at DAC. This was an area where they had some invited speakers and sessions to educate SM newbies and discuss SM techniques.

I had met and networked with karen bartleson of synopsys via twitter and was very interested in finding out what EDA companies were doing with adopting SM methods. I attended a few of the sessions and did run into some very interesting people and differing opinions. I wanted to talk about the general areas that I see as barriers for EDA's adoption of SM techniques.

From my EDA experience, for too long the EDA industry has been clouded in secrecy and justifiably so. We shall not discuss the reasons for that in this blog. EDA customers have generally precluded EDA companies from talking about their relationship. The amount of Non Disclosure Agreements signed between EDA companies and their customers would only make attorneys happy. EDA companies on the other hand have rarely discussed issues about their applications openly on the Internet other than to use it as a platform for press releases (PR). This is in stark contrast to social media methods where open honest conversations are what it's all about. Many EDA vendors would like to help their consumers openly share and discuss issues with applications. However they are comfortable doing so only under a controlled atmosphere such as a users group (UG) community. While these UG forums have helped the user community, the information however remains within that small forum and the larger group of application users do not generally have access to that information.

For the EDA industry to truly leverage social media techniques, whether it be blogging (regular long form blogs) or micro-blogging (twitter, utterz etc.,) it will need an audience. This audience will be mostly comprised of engineers who are always on a time constraint. Any reading material that they might consume must be far from marketing and more closely related to FAQ's and other helpful hints. They are always looking to save time and avoid techniques that could get them in trouble. For this to happen, EDA companies have to make themselves more vulnerable by openly talking about issues without fear of being targeted. by the competition. When I met John Cooley (ESNUG & Deepchip founder), way back in 1999 he said, "My audience is only interested in hearing about bugs in the software, workarounds and what's being done to fix the bug. This material they will consume, any others they are not interested". John has found significant success by offering a moderated discussion platform where people email him the results of their experiences with EDA tools and he gives people the identity cover (anonymity) so that they will be more open with their posts. This has resulted in good information exchange for engineers much to the angst of the EDA companies, because their dirty laundry is openly discussed out on his forum. On occasion, EDA companies find themselves having to defend themselves from baseless accusations when people post anonymously under the guise of protecting themselves from retaliation. However, in my book, I have always had the opinion that there is no value for anonymity on the Internet. If you are going to state an opinion on the Internet, then the only way that it can carry value is for you to identify yourself. For EDA companies to leverage SM, they will have to make themselves more vulnerable by talking about issues that their audience cares about. If they use SM for just PR, then they risk alienating the audience.

The other areas where I see some burden to leveraging SM techniques are the following.

# User behavior: Can you force people within the industry to change and adopt the above mentioned needed behaviors to dabble in SM?

# Protocols: How do companies moderate the discussion when their people start to leverage SM techniques. Do people know what to do? Many large companies have introduced so called "social media rule book" which can run into pages. These guidelines themselves can be daunting to a new user and can deter some real creative ones. Most times, all that it requires is common sense on what you can say and share. The simple rule is, don't say or write things that you will regret later. Remember, there is no "UNDO" button on the Internet. My two rules for corporate social media users especially twitterers. Don't tweet yourself out of a job and Don't tweet yourself into an SEC investigation.

# Generational Diversity: With respect to information, what the last generation regarded as private, the current generation regards as public. In the EDA world this translates to what is shareable and protected information. How do you overcome this hurdle when this dichotomy exists within organizations where both view points are valid? For large multi-nationals where the company is spread across many countries, there is an additional layer of cultural behavior to contend with. What may be acceptable for open discussion in one country may not be perceived so in other countries.

# Listening v/s dispensing: One thing is that SM is all about listening to the customer rather than dispensing marketing information or press releases. SM also enables companies to track consumer trends. While this may work readily for other industries, the EDA industry in it's current state may not be the most appropriate industry. One thing is clear, EDA companies need to understand that SM techniques should be used to gauge customer sentiment and avert any potential public-relations disasters. The key question is, are there enough customers leveraging SM techniques to talk openly about EDA products.

# Quantitative: Finally the key question that will need to be answered is, Can SM techniques provide any measurable return on time and dollar invested. This will be especially hard because of the initial difficulty in understanding what metrics need to be measured to enable one to objectively measure the ROI on adopting SM methods for EDA given all the hurdles.

One thing is for certain, media as we know it, is changing. With what I call the "now-media" generation that readily records and posts events, articles and blogs to the web for others to consume, the EDA industry may be forced to adopt SM techniques sooner rather than later. In ending I want to note the EDA people who I met at #46DAC are some of the people to watch in EDA for SM adoption. Karen Bartleson, Robert Dwyer, Daniel Payne, JL Gray, John F Macdonald etc.

The kid who should be CEO of GM

"Who Killed the Electric Car?", the 2006 documentary that took us through the story of the creation, limited commercialization, and subsequent destruction of the battery operated electric vehicle in the US, (specifically the GM EV1). When I saw that documentary only recently, I was really saddened.

During the years 1999 and 2003 I worked for a company called Verplex Systems. During that time, I covered the eastern US region and Canada. It was during that time, I went to visit one customer at Lucent in Ottawa. There I met the first guy who had created his own electric car. His name was Bob Lawrence. When heading out to lunch one day, he suggested to me and my colleague that we take his car (A Volkswagon Jetta). When we drove around that car was nearly silent with just a soft humming noise. When we found out that Bob himself had put that together we were blown away. He had a big batteries in his trunk. An electrical charging cord that came out the front of the vehicle. Recently I found out that he gave up that electric car for a Prius hybrid. I am sure he's making it a plug in as we speak.

However I wanted to take a moment to talk about this kid, a teenager who claims he can't even change the oil in his car. He instead went on the internet found the instructions and converted an old Ford Escort car into an electric car. Why is that normal ordinary people can go and build an electric car, but the big-3 could never build one?

I am sure that one day another documentary will come out with the accusatory finger pointing to the oil companies being responsible for the death of the early electric car. But those conspiracy theories are for another day. Right now, I am so excited that there is a movement toward going completely electric. I wrote about Shai Agassi's plan the other day. I can't wait for the day when I can drive a car for which I don't have to add fuel.

Creative Advertisements

There are some advertisements that totally make sense and then some that are just absurd. Either way the goal of an advertisement is to capture the attention of the audience and then lead them to believe that they need to use the product promoted in the ad.

Any video advertisement usually has about 30 seconds to 1 minute in which to convey its message. These seconds are vital to telling a compelling story. There's a story, a scene, a setup, the people, the dialogues and the product. All these components have to be arranged and choreographed in such a way so as to be able to convey the message quickly.

There are some ads where the character (actor/actress) holds the ad together with a display of their acting skills (delivery of dialogue, display of emotion, physical and or facial expressions). Then there are others that are just supposed to convey the message either with a funny skit or scene, mostly through the unspoken word and all action.

With the advent and ease of use of photo/video editing software, the quality of these ads are getting to a whole other plateau. Some of these ads are really quite amazing and visually stunning. You can basically create an ad nowadays with a simple computer and free software. However the best ads require a creative team that can put together all the ad components and make it compelling for the viewer attention to be captured. That is the first key step toward pushing the product.

I recently saw this ad and was quite amazed by it. I thought I would share it with you all. The agency that designed and produced this video needs some applause.



There are many other ads that amaze me with what they are able to convey in 60 seconds or less. However, for the sake of brevity of this article, I only used one example of an ad that I liked.

Indian Politician's Loan Rage

A Member of Parliament (MP - elected official) in India, has taken it upon himself to judge and punish a bank employee. On a lighter note, I wonder how long before we see elected members of congress and the senate to go after those who created the banking crisis in the same way. Maybe the fear of appearing on a youtube slap video would be a deterrent to many of the greedy gecko's and would make them think twice before starting any scheme which results in systemic risk.

This is no way for any politician to behave, but it happens routinely in India. Politicians think that they are a higher force and take it upon themselves to verbally and physically abuse normal ordinary people. A bunch of thugs, ("goondas" as they are locally called) usually accompany the politicians on their daily beat. This happens because they usually face no consequences from the party higher ups as evidenced here. The MP should be fired by the ruling party, but instead he is just asked to explain himself. He on the other hand, denies having assaulted the bank employee, though the video evidence speaks to the contrary.

I am sure the bank employee on the other hand was guilty of at most following the rules that were in place. Sadly, the employee's case against the politician will go nowhere, but the MP will be back at this again.

Recycling by Building

A Recycled Home built with unused shipping Containers

It's estimated that 18 million shipping containers are used to ship materials around the world. A significant chunk of that ends up in American ports due to the fact that we import more than we export. Now what do we do with the surplus. Well here is one good use for those containers, much better than rusting at the ports and taking up valuable space. Watch this video on CNN and realize the potential of putting together strong homes quickly with shipping containers that might otherwise go to waste.

Amsterdam supposedly has one of the biggest container structures, that houses over a 1,000 students. SG Blocks has found that recycling homes cut construction time in half. Based on the costs of acquisition of these containers, this might be an additional option for organizations such as Habitat for Humanity. Building homes with containers saves on high cost of raw material and since the homes are metal, they are naturally water and termite resistant. The finished home can me made to fit in with and look like other existing homes in the community. According to SG-Blocks the company that is leading this effort to build homes from unused containers, it takes 90% less energy to re-purpose containers than to melt them for reuse.

Can Shai Agassi's Battery Centric plan make the world a "Better Place"

Added 6/16. Shai Answered questions posed by Business week which were asked by BW readers. Here are his answers. Watch his answer to my Question (starting at 4:00 min mark) about how we will generate large amounts of clean energy.

"How would you run a whole country without oil" was the question Shai Agassi posed when opening his TED talk about "Better Place", his company, his concept and his dream. I must say I was a bit skeptical when I first heard that. After all as Americans we consume more than 25% of the world's oil and for long we Americans have battled with our addition to Oil. It is a dependency for which we have no near term solution. Shai's argument is that we have to deliver an electric vehicle, something that 99% of the people can drive. Most importantly he says it must be doable with the science we know today and bound by the laws of physics and the laws of economics. I wont go into the explanation of these two limits he talks about here, but it essentially covers the issues of affordability and practicality of the solution. All these thoughts floated in my mind as I listened to the rest of his talk.

He was recently interviewed by Sarah Lacy on tech ticker and part 1 and part 2 of that conversation is available below.

Part-1

Part-2

Some Background: If you ask the question, "How much Oil does the world use"? The answer can best be explained by the Cubic Mile of Oil representation since that explains it best with comparisons to all other current energy sources. The world uses one cubic mile of oil per year. Now how much is that? you ask.

According to an IEEE Spectrum article (Jan 2007 issue), a cubic mile of oil has the energy equivalent to:

* 4 Three Gorges dams (China), cranking out hydro-electric power for 50 years.
* 32850 1.65 megawatt wind turbines, cranking for 50 years (at 100% capacity factor).
* 91,250,000 2.1 kW solar PV installations, converting solar energy for 50 years.
* 104 500 megawatt coal-fired electric plants, burning coal for 50 years. OR
* 52 1.1 gigawatt nuclear electric plants, running continuously for 50 years.

Illustration Source: SRI International (Illustration: bryan christie design)

Assuming that we will try to make America independent of Oil. I want to play out the following scenario. Taking into account that we consume 25% of the world's oil, the above 50 year number for each category can be reduced to 12.5 Years (25% of the 50 years in each of the above equivalent scenarios). At this time, I have no idea on what percentage of the US Crude Oil consumption actually goes to produce gasoline that powers cars specifically. I can say that producing the equivalent of that amount in electricity to be able to power all "Better Place" cars in the US will require some staggering amounts of electricity generation. Additionally Shai claims that it is possible to power these cars via clean energy. (He gives examples of Windmills in Denmark and Solar Panels in Israel)

In the US, we have not addressed how we are going to generate massive amounts of clean energy. Power generation by coal is still the predominant method followed by nuclear energy and natural gas (EIA stats). In all his talks, Shai does not talk about where we will find the additional capacity needed especially from clean sources. In fact none of the electric car makers actually address the problem of electricity generation. I would like Shai to address how we will actually generate that much power to convert more cars into his electric vehicle. I for one, believe that Shai's plan is much more viable than any of the other plans out there because it considers the hurdles of affordability and practicality. But my skepticism remains because America has not upgraded it's energy infrastructure and we do not have the resources to produce that kind of electricity to convert all cars to "better place" electric cars.

One way that Shai can increase adoption is by working with customers such as Hertz or Avis to try this out locally in the Bay (SF) area. That may be the catalyst that finally convinces America that this is a viable plan. But yes, the issue of the additional power generation to run cars will still need to be addressed.