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Right Turn on Seely Avenue -- A New Blog from Brian Fuller

Comments(0)Filed under: Cadence, EDA tool vendors, EE Times, Electronic Design Automation, EDA tool companies, EDA tools, Top EDA companies, EDA, Tensilica, software design, EDA companies, ip, Joe Costello, intellectual property ip, Cosmic Circuits, Evatronix, verification, The Fuller View, Brian FullerYears ago (and by years ago I mean so far back there’s no digital record of it), I wrote an EE Times column about a legal dispute involving Cadence. I think it had a high-and-mighty tone to it, and I used the words “moral” or “morality” probably a little too liberally.

Cadence CEO Joe Costello loved the piece, so much so that years after he left Cadence he still had a framed copy of it on his desk.

I bring that up for a few reasons. One is simply to muse about the long winding road that a career in the Silicon Valley sets us on. The other is to introduce myself as the newest Cadence blogger. A third I’ll get to in a bit, but it’s about the power of passion as it kindles creativity.

New commute

I joined Cadence in May after spending the better part of 20 years working for EE Times (the last several months at EE Times’ parent, UBM Tech, I was editor-in-chief of the company’s supply chain community, EBN Online). When I started with EE Times, Cadence was a relatively new company, the EDA segment was exploding and our company, CMP, was just issuing its first laptops to field editors, black-and-white Toshiba paving stones powered by Intel 386 processors.

EE Times published once a week on newsprint produced at a plant the company owned; some weeks, those issues that landed on your desks were 150 pages thick. They made a rich sound when you plopped them down. This year, EET’s parent company is crumpling up the last of its print issues and moving to a community and events model.

These astounding changes have created a vacuum. It’s a vacuum that astute companies like Cadence are filling fast. Cadence was an early adopter of blogging strategies and tactics in the electronics world, and was quick to lure brilliant editors like Richard Goering and Steve Leibson into the conversation. Couple that with the company’s own homegrown technologist-writers (Frank, Jerry, Adam, Jack, Tawna, and the rest of the standing army) and you have yourself an impressive little publishing business. In addition, the company has never been shy about trying new technologies, like sponsoring EE Times' live-streaming at DAC for the past two years. (In the image nearby, that's Cadence's Michal Siwinski, right, on the video hot seat with me).

Hoover effect

This is important because in the vacuum created by changes in the publishing industry, excellent and authentic editorial content can drive the industry conversation, even if it comes from companies whose engineering audience deploys finely tuned b.s. filters. Taking and holding this hill is more important than ever. 

So, in addition to The Fuller View blog, which will focus on issues affecting the electronics industry and design chain, I’ll work in my role as Cadence editor in chief to evolve our content strategy, to explore and consider new or enhanced multimedia channels that will stream timely, valuable information to design engineers to make their jobs more productive and rewarding. That information, in the end, will help them invent the future.


Back in the day, Costello liked that column because he was as passionate about his company’s technology as his employees were.

Today, great people here at Cadence San Jose headquarters on Seely Ave,. and at Cadence offices around the world, tap their passion to create great products. New energy flows in from new people from TensilicaCosmic Circuits and other companies.

Going forward we have an enormous opportunity to harness this energy and to build on the fantastic content creation work already in place...to help guide an intelligent industry conversation that’s not just about system and silicon design but about the future of electronics and its impact on society.

No pressure, though.

;   ) 

I look forward to our conversations!

Brian Fuller


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