Finding your context

It's getting really busy lately.  A bunch of VCs have asked me to come in and talk with portfolio clients about social media (I'm gonna have to start charging for this stuff) and I've been approached by two other companies about comprehensive communication strategies.  I guess something is sinking in.  Not in EDA and semiconductors, but it's happening elsewhere.

And that brings me back to my post last week about EE Times.  Brian Fuller took another step if describing the value of the new format and he points out that getting in the magazine is going to be more difficult ... if all you want to do is get a product announcement.

I've said it before: It's no longer 1999.  Back then, everything about computers, the internet, the web, consumer electronics, etc. was bright, shiny and mysterious.  Anyone who had anything to say about every little technology could be covered in depth.  The media was vibrant enough to give that kind of coverage.  But then, only 10 percent of the world population had computers and only about 10 percent of them were using the internet.  Today. there are 200 million people alone using  social media and consumers are now very savvy about technology, compared to what they were a decade ago.

So now it is no longer important WHAT you do as long as you can explain how you fit into the gigantic puzzle that is known as technology.  If you can explain your context properly, you can get someone's attention.

That assumes, however, that you know how you fit.  By my experience, most technology companies don't know that.  They know where they fit within their niche.  They might know where their niched fits into the industry.  But they really don't know how they benefit their customers' customer.

And THAT is what your context is:  The big picture.  If you can't see that, then you're pretty much lost.

EE Times is helping establish that context with their new format.  And all you engineers running marketing programs are going to have to start figuring a way to fit into that context if you want to see broad coverage of what you do.