Road to Where?

 Sherry Hess, VP of Marketing, AWR. Read profile >>

Earlier this year, I posted a blog, Are You a Do’er?, which was inspired from my participation at the Business of Software Conference late in 2011.  There was a wealth of content presented at that conference and of course it inspired another thought thread that now lends itself to a blog topic.

The theme… Road to Where.  Are you, or I, or perhaps both of us on a road to nowhere? Are we caught up in the innovation race to add more features and functionality to our software, hardware, whatever product that we lose sight of what’s important to the user base?  This was the talk of a few folks at the conference, but one person in particular, Harvard Professor Clayton Christensen, argued in his talk (here is the video) that we need to shift our focus away from adding more features for feature sake but instead to figuring out how to bridge the divide between consumers and non-consumers. Prof. Christensen, who is also quoted in the book, "Mastering the Complex Sale" by Jeff Thule, asks what can you do to pull in new users/customers that for whatever reason have not found their way to your offering (product/service)?

So why am I rambling on about this?  Because it seems like a good time to be thinking about a paradigm shift with IMS coming up next week. So when you are walking around the exhibition floor and stopping by an exhibit, try to find out what tools/products/services from that company have opted not to be on the road to nowhere and instead are taking their customers—new and existing ones—somewhere!

For AWR, that means redefining M&RF design… From LabVIEW co-sim within VSS for radar, 802.11ac, LTE and more, to bringing a new paradigm to 3D EM simulation and opening up a new realm of users (creating consumers) by changing the use model for EM (Analyst) within circuit simulation – namely Microwave Office.  Visit us at booth 1514 to learn more.