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Business for Engineers: Marketers Lie
TFCSD   6/25/2014 2:19:19 AM
Business for Engineers: Marketers Lie


Marketers do not "lie"; engineers just "cannot do their jobs". I have worked several jobs where everyone had "done their job", made the company money, and all we engineers had to do is just deliver the product before we leave for the day. Most times engineering has always been the bottleneck when creating that new little feature that was needed to sell the product. Joke example: a nuclear submarine company's engineers could not make their hatches fully compatible with the International Space Station's air locks and then keep making excuses about not being able to do a full scale onsite test at the ISS to show the customer this little feature that clinched the sale >;-). You have not enjoyed engineering until you have a meeting (with sales, marketing, and management) and finally find out what the product really does just before it ships.

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prabhakar_deosthali   6/25/2014 1:17:21 AM
Mushware while defining a product is one thing, Mushware while promoting a product is something the developers cannot do anything with.

For example way back in 1990s , we developed an interactive TV with a bulit in co-processor having the capability of storing small BASIC programs. This was basically aimed at school going kids to learn programming techniques with simple programs.

Our marketing team hyped this feature to such an extent that they sold one of ourr TVs as an Accounting system to one shop keeper, telling him that he can program his TV to store all accounts for his business.

We had a very hard time in answering the after sales querries of this shop keeper on how many accounting entries his TV could store and so on and how can a printer be attached to the TV to print his account books!

Esterline Research&Design
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Good points...
Esterline Research&Design   6/24/2014 10:53:00 AM
Our company is not new to EE, but newly out on our own.  We've all seen the same rhetoric you cleverly call "mushware" and have the same reaction to it.

The difficult part is trying to genuinely promote your business without using mushware phrases or coming across as trying to be too clever.  

Interesting read.  Definitely a good reference point for what not to do!

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zeeglen   6/23/2014 9:33:09 PM
Mushware - that is an interesting new word.  Let's hope it gets included in next year's edition of Webster's.

However, I can think of a similar-meaning word with the same letter and syllable count, and even uses 3 of the same letters :^}  Has something to do with male moo-ers...


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Post-it Notes
rewelchjr   6/23/2014 9:11:44 PM
Always hated it when the Division Scientist would come bearing trade journals with post-it notes on the ads.

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As data rates begin to move beyond 25 Gbps channels, new problems arise. Getting to 50 Gbps channels might not be possible with the traditional NRZ (2-level) signaling. PAM4 lets data rates double with only a small increase in channel bandwidth by sending two bits per symbol. But, it brings new measurement and analysis problems. Signal integrity sage Ransom Stephens will explain how PAM4 differs from NRZ and what to expect in design, measurement, and signal analysis.

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