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Peggy Aycinena
Peggy Aycinena
Peggy Aycinena is a freelance journalist and Editor of EDA Confidential at www.aycinena.com. She can be reached at peggy at aycinena dot com.

Xena: IPextreme’s Warrior Princess

 
January 24th, 2013 by Peggy Aycinena

Sometimes life gets away from you. You post a blog lamenting too little coverage of IP at DATE and DAC, receive in response a number of lively emails, and then sit on all of it because life’s gotten away from you. Among those emails is a telling note from the folks at IPextreme offering to send you some marketing materials they claim is relevant to your thesis about IP, EDA, and conference-coverage disconnects. You accept their offer, but because life is still getting away from you, when the big white envelope from IPextreme arrives, it sits in the InBox, ignored and unopened.

Finally the moment arrives when you can no longer allow life to get away. You open the envelope, examine the contents, stagger back in amazement, and after muttering omg several times, sit down to write this blog. Xena, IPextreme’s Warrior Princess, the Graphic Novel & Morality Play will be ignored no more. As you flip through the pages – all 36 of them – you take another sip of wine and wonder why other companies have been ignoring not just Xena, but all she represents.

* Innovation.
* Thinking outside the box.
* Not taking one’s role in life so seriously.
* The nipping in the bud of the stuffed-shirtedness of technology leadership in a small niche industry like IP, or even EDA for that matter.
* The squelching of knee-jerk over-reactions to the implied sexism of a Warrior Princess who can defeat intractable intransigence.
* A solution to the stupidity of shelving design blocks in an organization that, if simply cataloged, appropriately documented, and made easily available to other design teams, could save said organization zillions of dollars and gagillions of hours of design iterations, and earn an additional farthing in the process.
* In a nutshell, the end to an evil world of waste and wanton reinvent-the-wheel-ism, both inside and outside of the corporate fire wall.

Surely, you might say, Xena, IPextreme’s Warrior Princess can’t possibly do all of this, all that’s implied in the Graphic Novel & Morality Tale named after her.

Well, think again. If what’s being attributed to Xena weren’t true, do you think thought leaders like Sonics, Freescale, National Semi, NXP, Infineon, TI, Mentor, Cambridge Consultants and Certus would allow their logos to show up in the Nerd-Alert conference imagery that constitutes the center fold of the book?

Of course not.

So here’s a simple suggestion: If, even after this blog/stream-of-consciousness rant about life and the paper it’s written on has come and gone from your own Monday morning InBox, you fail to get your own copy of Xena, you only have yourself to blame.

Don’t let life get away from you. Contact info@ip-extreme.com and ask somebody at the other end of the can-and-kite-string to help you out. Find out what you’re missing and you won’t regret it, even if you don’t become a customer.

Because with this tract as your guide, maybe you too will see how to innovate, laugh at your own failings, squelchings, nippings, and stuffed-shirtedness-es. You know, all the usual stuff one learns to do when finally opening that innocent-looking white envelope lying in the InBox, previously ignored and unopened.

Really.

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