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.
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 firstname.lastname@example.org 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.