Subject: Deadline for Cooley DAC Cheesy-Must-See-List FORMS in 2 Days!!!

Dear EDA & IP vendor,

This form is due FRIDAY, May 26th

YES, I HAVE ADDED IP TO THE MUST-SEE-LIST THIS YEAR!!!!!

Here's last year's 2016 Cheesy column:

             http://www.deepchip.com/gadfly/gad060416.html

If you have a *specific* NEW EDA tool OR a specific interesting ADDITION
to an OLD EDA tool OR some specific new IP/FPGA/FAB thingy that you
think I should have in this upcoming "Cheesy Must See" column, please
fill out this form:


-------------------------- BEGIN CUT HERE ---------------------------

YOUR COMPANY:

YOUR TOOL:

WHAT TOOL DOES:

WHO/WHAT TOOL(S) IT COMPETES AGAINST:

WHAT IS SPECIAL THIS YEAR ABOUT THIS TOOL AT DAC:

WHAT SPECIFIC USER COMPANIES USE YOUR TOOL:

DAC BOOTH NUMBER:

TECH CONTACT(s) WHO SUPPORTS YOUR TOOL:

CELL PHONE NUMBERS OF TECH CONTACTS:

NAMES OF YOUR TECH GUYS WHO WILL BE IN YOUR DAC BOOTH:

YOUR DAC FREEBIE THIS YEAR:

ANYTHING EXTRA YOU WANT TO SAY:

RELATED JUICY STORY:

This form is due FRIDAY, May 26th


---------------------------- END CUT HERE ---------------------------

Please email completed form to John Cooley by NOON FRIDAY.

Use the "Subject: New Cheesy COMPANY NAME_YOUR_TOOL_OR_IP_HERE"

Examples:

     Subject: New Cheesy Mentor ModelSim Encompass
     Subject: New Cheesy ARM HTML Crunch
     Subject: New Cheesy Cadence Super Palladium
     Subject: New Cheesy Synopsys DW Firefox Browser models
     Subject: New Cheesy TSMC migrator

The deadline is NOON SAN JOSE TIME FRIDAY, May 26th for the forms!!!!

IN YOUR EMAIL TO BE DO NOT SEND HTML, ATTACHMENTS, WORD DOCS, NOR
ANYTHING FANCY.  SEND ONLY ASCII TEXT INSIDE THE BODY OF AN EMAIL.

SEND ONE SEPERATE EMAIL FOR EACH NEW TOOL/IP YOU WANT MENTIONED.


=====================================================================

For an example here is a form that's already been filled out:

  To: John Cooley 
  Subject: New Cheesy Synopsys Java Compiler

  YOUR COMPANY: Synopsys

  YOUR TOOL: Java Compiler

  WHAT TOOL DOES: synthesizes Java directly to gates

  WHO/WHAT TOOL(S) IT COMPETES AGAINST: Forte J-Cynthesizer, Calypto
       CatapultJ, Cadence Java-to-Silicon

  WHAT IS SPECIAL THIS YEAR ABOUT THIS TOOL AT DAC: Only Java synth
     tool that synthesizes directly to gates; other only synth to RTL.

  WHAT SPECIFIC CO'S USE THIS TOOL: Intel, Toshiba, Sony, Freescale

  DAC BOOTH NUMBER: 1120

  TECH CONTACT(s) WHO SUPPORTS YOUR TOOL: Frank Tsu and Mark Warren

  CELL PHONE NUMBERS OF TECH CONTACTS: (650) 123-4567 cell and
      (408) 987-6543 cell

  NAMES OF YOUR TECH GUYS WHO WILL BE IN YOUR DAC BOOTH: Frank Tsu
      and Mark Warren

  YOUR DAC FREEBIE THIS YEAR: Stuffed squirrels

  ANYTHING EXTRA YOU WANT TO SAY: HTML Compiler was originally from a
      stealth start-up by Steve Golson called "J Boingo" in 2011.
      The synth tool was originally named "Dark Mocha".

  RELATED JUICY STORY: Cadence tried to buy this company, too, but we
      outbid them.  It cost SNPS $25 million.

=====================================================================


Q: Can we be vague?  Can we do used car sales games on this form?
   For example, can we just say some empty come-on like "Come to our
   booth and you'll get a great surprize!"?  Can we say our users are
   "all the major IDM's" instead of naming specific names?

A: No.  People read the Cheesy Must See List for tech meat.  If you
   really have no meat to your tool, why are you showing at DAC?
   Name names.  Give numbers.  "Fastest in the industry" == BULLSHIT.
   "It runs 64 bits at 2.3 Mhz" == real data.

   Put in REAL data in your form plus NAME ACTUAL real names of
   specific companies actually using your tool.  "All the major IDMs"
   is bullshit.  "ST, Samsung, IBM, TI, and Intel" is real.

   Also, please don't cut-and-paste bloated verbage from your press
   release to put in your form -- John is the only one reading the
   forms; please talk in a non-hype way, OK?  Cut to the chase.


Q: What if we have added a bunch of new features to OLD tools?  Can
   we put that in for consideration?

A: Hell, yes!  Assuming that these are REAL significant new features
   and not a GUI change.  Send in a separate completed form for each
   tool you're talking about.


Q: Why do you need the tech contacts and their cell phone numbers?

A: Because I must sort through 300 products/tools for the Cheesy list
   and if I have a tech question, I need the DIRECT person to talk to
   right away.  I don't have time for the runaround.  I don't need
   the PR person, sales, nor any other in-between people -- I need
   the Technical Marketing Manager and their tech equivalents who can
   quickly and directly answer my technical questions.  I WILL NOT BE
   PUBLISHING THEIR CELL NUMBERS ANYWHERE.  THIS IS SOLELY FOR COOLEY
   SO HE CAN ASK ABOUT YOUR TOOLS FOR HIS CHEESY COLUMN.


Q: When is this Cheesy Must See List going to be public?

A: Thursday, June 15th -- which is 4 days before DAC Monday.  This
   gives the EDA users the time to print out the list and read it on
   the plane as they fly to Austin, TX.


Q: What's the deadline to email the completed form(s) to John Cooley?

A: NOON SAN JOSE TIME, FRIDAY, May 26th.  I need time to choose the
   best tools and to write up about the best tools.  EARLIER COMPLETED
   FORMS GET MORE ATTENTION!!!!  INCOMPLETE FORMS GET DELETED!!!


Q: How do I know John Cooley successfully got our emailed form?

A: I will email a reply back that says "I got it".  If you don't get
   the "I got it" reply from me within 18 hours, send it again.


Q: Do you mind if I send you lots of bloated press releases and
   powerpoint presentations as attachments?  Will it help?

A: No, please don't.  I'll ask if I want them.  You should be able to
   do a good elevator pitch in the form.  If you can't, something's
   wrong.  Also, don't send me attachments anyway.  My system sees
   attachments as worms/viruses and deletes them.


Q: My product is super great and has absolutely no competitors!

A: Please don't waste both of our time with such games.


Q: I'm in a big company with multiple products to show, what do I do?

A: Please send a SEPARATE email and form for each product you want me
   to consider for the Cheesy Must See list.  Separate!  I don't want
   one big monster email from Mentor; I'd rather read of individual
   tools from individual groups.  This is NOT about Cadence vs.
   Synopsys vs. Mentor vs. Magma -- it's about which specific fast
   SPICE simulator is the best.  It's tool talk, not company talk.


Q: What is NOT a DAC freebie?

A: A chance to win anything is NOT a DAC freebie.  A DAC freebie is
   what any idiot who visits your booth and sees your demo gets.  Any
   idiot.  It's NOT the 12 iPods that you're only giving to the Intel
   executives with big PO signing authority.  Nor the lotto drawing
   every hour for that Xbox 360.


Q: What if our company DAC freebie is lame?

A: Tell me about it anyway.  The freebie talk is for fun.  Customers
   are at DAC for the tools.  Don't get nervous about your freebies.
   If it's a cheap water bottle, say "it's a cheap water bottle".


Q: What should small start-ups do extra?

A: You might want to mention what specific VC's are backing you or
   places where you're beta-ing your tool.  Not required, it's just a
   suggestion.  Customers are always curious about how stable a small
   start-up is.


Q: What if I have a juicy story associated with our product or our
   rival's product(s)?

A: Tell me about it.  Nothing is more fun than a good juicy story!
   People love a good story from the EDA world.


Q: I'm the cousin to the hairdresser to the PR lady who's actually
   promoting this tool, can I submit a form?

A: As long as all the info on the form is correct, I don't care who
   sends in the form.


Q: How can I sabotage my own application?

A: Send me a big verbose write-up that makes all sorts of bold empty
   marketing claims.  Stuff like "Synopsys, Inc., a world leader in
   semiconductor design software ..." or "Cadence enables global
   electronic design innovation and plays an essential role in the
   creation of ...".  Write stuff that talks AT me.  Make it a lot of
   work to figure what you are really doing at DAC.  Add lots of
   unrelated side facts that a chip designer doesn't give a squat
   about.  Like there will be finger painting at your booth.  Or that
   your theme this year is about dogs.  All stuff that has nothing
   to do with actual chip design.

   I'm one man.  I'll have 250 of these to sort through.  Make it
   difficult to see what you're pitching at DAC this year.


Q: How can I help my own application?

A: Any time where you can add real stuff like real benchmark data or
   that TSMC internally uses your tool exclusively or that IBM kicked
   out your rival in a public competition, this helps.  (NOT that
   TSMC *supports* your tool, because they support every tool, but
   actual use.)

   Real hard data is always impressive.


Q: I'm confused and lost and don't know what to do.

A: Feel free to give me a call at (508) 429-4357.