“Nick’s main attitude to east coast society is fascination.” How far, and in what ways do you agree with this statement?

In â€Å"The Great Gatsby† the sentiments of the principle characters are regularly hard to work out, and this equivocalness proceeds with the character of Nick. Notwithstanding, I accept that the sentiment of â€Å"fascination† could be taken in two unique manners †positive and negative. It could imply that Nick is enchanted and spellbound entirely by what he sees, or interested in that he is astounded by how phony or shallow the individuals can be on the East Coast. All through the novel, Nick's musings and sentiments change regularly, contingent upon the circumstance he is in and the individuals that he is with, and this is the reason it is hard to attempt to set up what his principle feeling is as it fluctuates to such an extent. I will take a gander at the primary concerns in the book where the East Coast society is plainly appeared, and attempt to set up Nick's principle demeanor and how Fitzgerald presents his musings and emotions to us. One of the essential spots where Fitzgerald shows the general public to us is when Nick meets Tom and Daisy. While depicting Daisy's voice, Nick words expressions, for example, â€Å"low, thrilling†, and considers it a â€Å"exhilarating ripple†. I accept that this kind of portrayal, which happens much of the time at whatever point Nick discusses Daisy, show his interest in a positive route with the East Coast world. The words â€Å"thrilling† and â€Å"exhilarating† infer that Nick is nearly entranced by her as they are so emotive, something which I accept remains constant for the general public all in all †it shows up as though Nick is placed in something of a stupor by its charm. I trust Fitzgerald picked Nick to have this response to Daisy since it goes some approach to indicating his sentiments towards the East Coast. This is on the grounds that Fitzgerald drives the peruser to accept that Daisy should speak to the individuals and the general public on the east coast overall †by making her pretty, to some degree gullible and fairly bogus, Fitzgerald can show Nick's emotions about the circumstance all in all through one character. I accept that this part of the novel shows basically the interest on Nick's part. In spite of the fact that the peruser gets the feeling that Nick is hypnotized by this world, Fitzgerald makes us question this because of the way that he has thought of a portion of Nick's portrayal. For instance, while portraying Daisy and her idiosyncrasies, Nick describes â€Å"That was a way she had. † This statement suggests that Nick understands that Daisy isn't the means by which she introduces herself to be, and nearly realizes that she's genuinely manipulative in the manner she acts. There are various instances of this all through; Nick clarifies that Daisy has â€Å"an crazy, enchanting little laugh†, and the word â€Å"absurd† again suggests that he sees it excessively beguiling as genuine. I accept that Fitzgerald needed Nick's emotions to be questionable †these remarks add to the feeling that if the peruser removes the surface fascination, Nick is really intrigued by the wrongness of the general public around him instead of interested in wonder. Along these lines, I would state that Nick's principle feeling here would likewise be interest †yet not similarly as the interest with Daisy and her appearance as I accept that to be to a greater degree a surface interest. While I accept these negative remarks to be an indication of Nick's assimilation in this world, it is straightforward why a few perusers could accept them as indications of without a doubt scorn. Adding to this view would be the way that Fitzgerald makes Nick sound taunting and now and then mocking towards Daisy. A case of this is the point at which he says â€Å"That's the reason I came over tonight† because of Daisy's inquiry regarding the narrative of the head servant's nose. The mockery is plainly clear in that answer, and it has a demeanor of joke to it additionally as the peruser understands that Daisy is maybe not the most splendid of individuals. Fitzgerald has guaranteed that the peruser realizes that Nick has understood this additionally, and along these lines, it is anything but difficult to feel that he is taunting Daisy as he most likely is aware she won't comprehend the mockery in his reaction. This would make the feeling that Nick holds Daisy and the way of life all in all in hatred and would thusly conflict with the explanation that Nick is for the most part interested by this world. Be that as it may, I accept that a considerable lot of Nick's mocking remarks are really him attempting to be entertaining, as I don't accept that he would be fit for being awful to Daisy as he is so entranced by her. I likewise accept that this fits with Nick's impression of the entire society, because of the way that I think Fitzgerald implied Daisy to speak to the East Coast in general. Another fundamental circumstance in the novel where we see Nick's opinion of the general public is up to and during Gatsby's gatherings. Along these lines to his portrayal of Daisy, toward the start of Chapter 3 Nick gives us a long depiction of everything about the gatherings. The portrayal is exceptionally point by point, for instance the â€Å"spiced heated hams, swarmed against plates of mixed greens of harlequin plans and cake pigs and turkeys beguiled to a dim gold†. The detail in the portrayal implies that Fitzgerald has made the feeling that Nick is savoring depicting what he sees, and again that he is attracted by the indulgence and excellence of what he can see. This adds to this feeling Nick's principle demeanor. Likewise, Fitzgerald utilizes parcels words that make things sound enchanted in the portrayal, for instance â€Å"bewitched†, â€Å"gold† and â€Å"floating†. These words make the inclination in the perusers' brains that Nick is charmed by what he is seeing †as though he is put in a type of daze by the marvelousness, all things considered, Once more, I accept this can be connected to how he feels about Daisy †Nick is placed in right around a stupor by her looks and her voice, and it's as though just the odd negative idea can sneak past that. Once more, Fitzgerald makes Nick's actual sentiments hard to find out, as he places in words into the depiction that are equivocal in their significance. They make the peruser uncertain of Nick's fact in his words, as the manner in which they are taken altogether relies upon the individual peruser's perspective. A case of this is the expression â€Å"A bar with a genuine metal rail was set up†. Here, the word â€Å"real† is the thing that makes the peruser uncertain, as it could simply be taken similarly as everything else †Nick is portraying everything in sight with detail and relish. In any case, it could likewise be taken as deriding, in light of the fact that â€Å"real† seems as though Nick could be ridiculing those individuals who care about and are genuinely captivated by the genuineness of the metal rail. The principal perspective, this is veritable miracle from Nick, would add to the primary translation of interest, as it would show a genuine enthusiasm for the luxury of the general public that they would have the option to bear the cost of and anticipate something to that effect. Anyway I accept that the second perspective, the joke, would likewise add to a demeanor of interest †yet the second translation of the word; the implying that includes Nick being captivated by the shallowness and realism of the individuals and the general public when all is said in done. This is on the grounds that the general public in the East is significantly more worried about belongings and appearances than Nick would have been utilized to in the Midwest, where family would have been substantially more significant. Taking everything into account, in making such serious depiction, I trust Fitzgerald causes the peruser to feel that Nick's principle feeling here is interest, however leaves us uncertain with regards to what think. Another part of the gatherings that makes a comparable difficulty is the means by which Fitzgerald makes exchange and discussion during the gatherings. At the point when Nick is conversing with the two young ladies, the way that the portrayal during the discourse between discourse is put makes Nick sound conceivably ridiculing †the redundancy, for instance â€Å"It was for Lucille, too† sounds taunting and as though Nick feels that the discussion he is encircled by is exceptionally counterfeit and that no one there is extremely person. This would unmistakably be a reflection on society there in general and would conflict with the announcement in the title. Another chance is that Fitzgerald needs the peruser to feel that Nick feels better than the individuals around him, as is rehashing names and colloquialisms so as to make humor †to be deriding in an all the more carefree way. This understanding would not especially bolster the view that Nick is interested by society either. In any case, another understanding would be that Fitzgerald needs us to feel that Nick is so up to speed in the discussion that he is basically recording everything since he feels it is all truly intriguing, or that he is too engaged to even think about filtering what is being said. This third perspective on the portrayal by Fitzgerald would clearly bolster the explanation that Nick is intrigued by the general public. This is the view that I would take, because of the way that different viewpoints set in the novel now by Fitzgerald bolster it †for instance â€Å"A thrill disregarded all of us† and â€Å"We all turned and searched for Gatsby†. These sentences show that Fitzgerald needs us to see that Nick feels remembered for this discussion and is captivated by it, thus adds to the view that Nick's primary demeanor is interest. A comparative impact is accomplished by the manner by which Fitzgerald structures the portrayal here †when Nick is depicting what he sees, he composes arrangements of the things. Fitzgerald has organized these not in a familiar, artistic path however by putting an overwhelming redundancy of the word â€Å"and† in the middle of each new expansion to the rundown. This causes Nick to appear to be nearly overpowered by what he sees †as though he is excessively entranced by everything to attempt to structure anything intelligibly. It likewise gives the peruser the feeling that the items

Systematic Desensitization Essay Example | Topics and Well Written Essays - 500 words

Precise Desensitization - Essay Example They at that point use unwinding methodologies to rival nervousness. When it becomes fruitful that they can deal with their uneasiness by envisioning frightful occasions, the strategy would then be able to be utilized, in actuality, circumstance. The procedure of this method ordinarily has one significant objective which is to turn out to be step by step desensitized to the triggers causing them trouble (Alex and Adam, 2013). Patients should be taken through an act of some unwinding strategies before they can start slowly presenting themselves to their dreaded circumstances. Some of such unwinding procedures that the patients need to acquaint themselves with before unwinding preparing incorporate; profound breathing, dynamic muscle unwinding and perception. As a medical attendant, before starting precise desensitization to a patient, you have to have aced the unwinding preparing just as built up a progressive system (starting from least dreaded to most dreaded) rundown of the patients’ dreaded circumstances. A medical attendant is answerable for helping patients understand their condition of unwinding or recognizing their tension pecking order. This strategy starts with nonexistent presentation to circumstances of dread. The dreaded circumstances should be separated into sensible parts utilizing the patient’s tension order (Corey, 2009). For example, if a patient apprehensions getting into huge stores, the person may have their least nervousness while strolling into the store and this may increase as the person strolls a long way from the leave entryways. The most elevated dread reaction for the patient might be the point at which the person in question remains in the checkout line. In this circumstance, as an attendant, I would take the patient through this by beginning the procedure from the activity that causes the least misery and let them stir their way up. This treatment is to bring about a circumstance whereby the patient would steadily, or methodicallly, become desensitized to shopping in huge stores. The patient would figure out how to do it finally with no dread and at last have the option to

Responsibility for Violation of the Law Essay Example | Topics and Well Written Essays - 3000 words

Duty regarding Violation of the Law - Essay Example George saw Arthur drawing closer and said to him ‘what are you doing here you nutter.’ Arthur was enraged by this and swung a punch at George which missed George and hit Tony in the face. Tony tumbled off the extension and arrived on the waterway not moving. Arthur took out the blade and disclosed to George he was going to slaughter him and pushed ahead to wound him. George ran off into the way of a transport and was slaughtered immediately. Arthur fled from the scene and went to Larry’s house to convey some heroin to him as he routinely provided him. Larry requested that Arthur set up a syringe with the heroin which Arthur at that point provided for Larry who infused himself. Larry quickly had spasms in the wake of infusing himself and fell oblivious. Arthur thought Larry was dead and chosen to burn down the house on the off chance that he got the fault. In the wake of burning down it, he went out and headed home. He passed the scaffold where he had been before and saw Tony’s body by the side of the stream as nobody else had seen it. He went down to the body and thinking Tony was dead, he drove the body into the water as he didn't need Tony to be found. Tony was in reality still alive and passed on because of suffocating in the stream. A neighbor of Larry’s saw the smoke and called the fire detachment and Larry was discovered dead in the house.  It is likely that since Arthur was acting affected by drugs the safeguard counsel for Arthur would endeavor to demonstrate automatism so as to maintain a strategic distance from Arthur being accused of murder.â â

Managing Cultural Diversity in the Workplace free essay sample

Dealing with a wide scope of social decent variety in the Australian work environment outlandish. We are currently in the 21st century and migrants are entering Australia in more noteworthy numbers than they did 10 years back. Almost twofold, 70,200 in 1999â€00 to 168,685 in 2010â€11 (Australian Bureau of Statistics. )[4] The workforce socioeconomics have without a doubt changed and an impression of these progressions are happening in the workforce. Social false impressions and language obstructions are gigantic deterrents to defeat for successful work connections. The changing requests of the work environment and worldwide rivalry among organizations is expanding ,viable approaches to address the issues of different representatives and clients. The workforce presently has a proposal of better places, societies, and foundations. Various qualities, convictions and practices are presently gotten tied up with our work environment. Work environments need to realize how to deal with these distinctions and permit uniqueness to arrive at their fullest potential while in quest for associations targets. Decent variety and the components that make us assorted and one’s own personality which can make hindrances that forestall the acknowledgment of decent variety. We will compose a custom paper test on Overseeing Cultural Diversity in the Workplace or on the other hand any comparable theme explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page There is proof to propose the Diversity is conceivable. in the work environment and has been going on for at some point, after all Australia was worked by outsiders and vagrants. Training has been required effectively to address obstructions on an individual and administrative level. Responsibility and individual’s obligation are likewise comparative with tolerating and advancing assorted variety inside the work environment. Remembered for this appraisal is a system for working environments to be viable in overseeing assorted variety with a depiction of FAIR http://alexanderconsultingsbiz. com) and furthermore a five stage compromise apparatus. (www. rawfordsworld. com) Diversity has been considered in projects, for example, Affirmative Action or Equal Employment Opportunity activities, Discrimination, written in Law connect by lawyer general and equity (lawlink. nsw. government. ) The Equal Opportunity Management Institute definition is A composite of racial, sexual orientati on, ethnic, national cause, social, attitudinal, financial, and individual contrasts. † (EOMI: 4300-2) The word reference characterizes assorted variety as â€Å"The state or actuality of being differing [different]. † (Webster; 191) So, decent variety essentially implies contrasts, with numerous variables compensating for any shortfall. Maslow expressed that he saw a pecking order into which the requirements of a person organized themselves. Moving toward a given circumstance relies upon who the people are and numerous different variables. Those numerous elements make us unique. Essential variables are a sythesis of those hereditary attributes of which we have no control, those being sexual orientation, race, age, and physical capacities and characteristics. Those qualities are commonly supreme and essentially shape our mental self view just as our principal perspective. To differentiate the other numerous components that are procured that make up assorted variety, changed or disposed of as live our lives (DuPont. K 1997. ) They may incorporate instructive foundation, contrasts in close to home work style, abilities/gifts, training, and geological area are instances of other decent variety measurements that have any kind of effect in how to cooperate, salary, conjugal and parental status, strict or otherworldly convictions and encounters picked up in business. These impacts show how we associate or see each other. Kay duPont creator of Handling Diversity in the working environment talks about increases to these elements and include made greater decent variety inside our surroundings. Her announcement recommends, â€Å"there are more than 40 million individuals with handicaps in the United States and a large number of them are in the work place (1997. )† Their disparities don't propose they can't have the same number of legitimate thoughts and capacities as the non-debilitated, anyway numerous individuals can't look past their disability(1997. ) DuPont relates in her book to state that individuals are likewise comprised of varying character styles, learning styles and self-assuredness levels. Character styles are the characterizing social inclinations of individuals while styles of learning are the various ways people process new data introduced to them(2007. Decisiveness has levels which best depict the contrasting ways we may utilize capacity to make our needs, wants and our needs known to other people (2007. ) so, our multi-layered contrasts clarify why we act a specific way and why we can offer one of a kind commitments to the work place. Such commitmen ts are in some cases unnoticed in view of the obstructions we may erect to abstain from managing others contrasts. Generalizing, preference, discriminative perspectives and deceitful conduct are on the whole boundaries to tolerating assorted variety and continually meddle with our capacity to cooperating helpfully inconceivable. These obstructions or pessimistic perspectives that propagate our practices that is against individuals who are unique in relation to us. They are generally established in thinking that is outlandish with one-sided sentiments that make numerous prejudices(2007. ) Webster characterizes bias as an unfavorable feeling or judgment framed heretofore or without full information or complete assessment of the reality (Webster:520. ) Kay DuPont states that preference is a biased inclination or predisposition, that this a typical human response as we as a whole have partialities. Our preferences originate from an assortment of sources: condition, group of cause, companions, the media and other outside impacts that help us to define our conviction framework (1997. ) DuPont proceeds to state along as our predispositions are insignificant things, similar to our image of toothpaste, they are generally innocuous. It’s when we hold these preferences against each other that we make a wide range of issues. Biases against others are established in the conviction that one’s race, culture, sexual orientation, class or gathering is better than another,leading us to make the generalizing of others (1997. Overseeing decent variety, as cited in the book by Lee Gardenswartz amp; Anita Rowe characterize generalizations as fixed and contorted speculations made pretty much all individuals from a specific gathering. They are furrowed, limited and critical and overlook singular contrasts (Gardenswartz and Rowe. 1998. ) As a method of understanding each other we gene ralization. This causes clashes as we endeavor to comprehend each other we make suppositions and conceivably participate in hostile conduct. Biases and generalizations are the for-sprinters for conduct that segregates. Applying our particular experience or our inclinations with a part or entire whole gathering, we are generalizing (1998. ) DuPont states that segregation is treating individuals diversely inconsistent and generally negative. As a result of whom we consider to be a piece of a gathering. At the point when Discriminatory practice happens it separates the workforce, expands strain, brings down confidence, making a reduction beneficially and can develop a working environment condition that potentially may break out in dangers of brutality or viciousness (1997. ) Unfortunately, generalizing, partiality and segregation are still unavoidable truths that apply to everyone in our work environment. These components incorporate, preferences, generalizations, separation and agreement, upset the acknowledgment of decent variety. Absence of acknowledgment prevents decent variety in the work environment and limit the accomplishment of an organisation’s result. Defeating these hindrances and tolerating and using an assorted workforce had been practiced it starts with settling on a choice for self-improvement around there of decent variety and every individual assuming liability for their behavior(1998. ) Everyone in the work environment should be responsible and ready to go up against and kill the boundaries we erect while opposing assorted variety. This implies having individual mindfulness and assuming liability for one’s own preferences, generalizations, discriminative practices and deceitful practices. Correspondence is a procedure by which we grant information, express evident contemplations and sentiments, trade thoughts, and structure an associating section. Various hierarchical individuals may have various styles of correspondence, they may vary in their language familiarity, may utilize words in an unexpected way, may contrast in the nonverbal signs they send through outward appearance and non-verbal communication, and may contrast in the manner in which they see and decipher information(1998. Using and having a comprehension of assorted variety channels, and their effect, to all the more successfully impart across contrasts. Non correspondence can bring about prohibition. Prohibition is relational practices as well as activities that lessen the ability of people or gatherings to contribute their best work exerti on to the accomplishment of corporate objectives. It hinders worker advancement, diminishes individual and group efficiency and decreases in general commitment to the main concern. The expense of prohibition is quantifiable, botched deals chances for example(1998. ) This all takes responsibility to rolling out close to home improvement and an eagerness to address any improper showcases, genuineness and a self-evaluation of mentalities and convictions is a decent spot to begin to change conduct. A readiness to give transparent criticism is vital when others try to comprehend each other. This takes practice and having open correspondence makes a straightforwardness, clears any negative considerations or emotions. Working with individuals who are unique in relation to us takes trust and respect(1998. ) Communication is a procedure by which we bestow information, express obvious contemplations and emotions, trade thoughts, and structure an interfacing entry. Various authoritative individuals may have various styles of correspondence, may vary in their language familiarity, may utilize words in an unexpected way, may contrast in the nonverbal signs they send through facial express

Aquantia

Aquantia INTRODUCTIONMartin: Hi, today we are in the beautiful San Hose at the Aquantia office. Hi, Ramin, who are you and what do you do?Ramin: I am Ramin Farjad-Radand I am the VP of technology at Aquantia corporation and I together with the team are in charge of developing interesting technologies that apply to the latest networking solution that the customers such as Cisco and so forth use to differentiate themselves in the market place.BUSINESS MODEL OF AQUANTIAMartin: What did you do before you started Aquantia?Ramin: Well starting from beginning I got interested in communication transceivers back over at Stanford. Maybe part of my first summer internship that I was working at Soundlabs and I started working on a 1 Gig transceiver. The target was designing the whole thing in a CMOS technology which back then most people tried to implement these transceivers gigabit, multi gigabit and higher processors like Gully Morson and so forth which is really fast processing, but at the same time p eople could not really build them in high density to integrate with the microprocessors, big logics and so forth. Part of that work was extended and Sun was interested to fund the research I continued to actually turn it into a 10 gigabit per second kind of transceiver all in CMOS. Pretty much that research was successful, I managed to build that link in all in CMOS. Back then it was a core to max at CMOS which is more than a 10x larger than future sizes that are used today which is 28 or even 49 meter. But pretty much the technology showed that today it can implement up to 10 gigabits in CMOS technology that back then people struggled to build even up to 1 gig.That was a big achievement in a sense not just, “Hey, I can do 10 Gig in CMOS” but because it opened the door for integration into much bigger chips that were already in CMOS technology or the processors or also the switches that back then let’s say in the early 2000; that was the beginning of internet opening up to the all public and bandwidths and data become like a necessity, people wanted faster and faster not just processor but also switches and routers and so forth. These switches needed to have very high thoughput and with a combination of IOs that was placed in CMOS to get over the switch the switch wasn’t really practical. They have to use multiple switches, build clone network it would call it, network topology or switch topology to be able to expand switch to turn it form n ports to multiple ports, n times or 10 times and so forth. It was expensive, high power and so forth and by being able to integrate this high speed link inside the same chip and it could manage to increase the throughput of the switch, being able to increase it by order of magnitude or even orders of magnitude. That’s why it plays a critical rule to the next step.Back then in 2000, in fact ‘99 I teamed up with a couple people and tried to turn it into, actually turn this idea or turn this technology into actual ly a solution that will benefit the industry in terms of marketing. Through this whole process weve got challenges to be able to define the right product for the technology and we started a company called Veleo Communication whose main solution product was multi gigabit or even terabit switches. Back then we focused on optical market, sonic switching and so forth because the problem was reallyâ€" in those days, the long hawl, why you doing to need networks and connecting cities at high speeds together and that was kind of the bottle neck that back then was mostly wired up to do phone networks and telephones at low data rates. Planning to do internet traffic, even forget about videos just normal internet traffic couldn’t really go through these low speed networking switches. So everybody was switching to optical communication, trying to build more and more connections and networks and then there came the need to do high throughput wirings and switching between all these links. And that is why optical communication was so hot back then before colabs later on in 2002-2003.Martin: So basically what Aquantia is selling is some kind of devices with some switches?Ramin: No. This was a Veleo Communication. It was my first company that I started back in ‘99. That was the focus of Veleo Communication, building terabit switches for optical market. And then after Veleo and because of the crash of the optical market and all of our customers which were big customers were Lucent and Nortel. At some point we have a combined you can say purchase order literal intents close to 500 million dollars’ worth of those switches but maybe within few months they went away. Nortel put hold on everything, Lucent basically shut down optical divisions and so forth. And all thing went away and expecting to be a multibillion dollar company, it didn’t turn out to be that way.So we sold the company and the year after Kim and Alveta , two of my partners here in Aquantia, we started the c ompany with the vision to being able to power the next generation of data centers and networking mainly from the connectivity prospective for the upcoming explosion of data that we could see. The data was increasing, not just communication of data but also the storage of the data and so forth, to the extent that the existing solutions, the connectivity solutions in the data centers and the storage centers and the computing centers and so forth was not really enough to answer this.Back then people were switching from 1 gigabit to 10 gigabit but the solutions for 10 gigabit was all pretty much an optical domain, meaning that you had to use optical transceivers, lasers and so forth and it ended up to be expensive solutions. And knowing that these port counts that were already about like making hundreds of millions if not billions in gigabit, switching them over to 10 gig or optical at price points that are hundreds of dollars was a big show stopper for many companies to scale to that l evel. Price was a big deal, especially when you are talking about such high switch counts and our mission was to create a technology to be able to implement it over the copper lines and away from using any optical components which was pretty much also the start of the 10 gigabits over copper, over basically twisted pair copper not shielded copper just to make everything cheaper, just to make the cable cheaper. And we of course added significant complexity on the chip side to make the other side cheaper and easier, meaning anything external, even only through connectors, cables and so forth was made to be as simple as possible even the connection of the cable to the port using like RG45 type of connector that just clicks, you can find it behind your computer or laptop that has this network port versus the optical solutions that nobody can just use like that. You have to align the fiber which is like a micrometer thick with the edge of laser to make sure that the light passes through. It takes an expert to do that every time so it wasn’t something that also could be basically expanded to the public or general market unless using a copper and ease of use of it. And pretty much, it puts all the burden on the technology and those required to implement it.We knew that is a big challenge and from day one we started building a team that we believe were super stars to be able to excel in this market and be able to deliver it. While at the same time when we started we had technology that we believed will put us ahead of everybody else delivering this solution not just all in silicon but also make it in like low power, because once you assume that each server or each rack of servers that you have in data center could have tens of these ports and each rack will have tens of servers and each roll of a data center can have twenty or thirty of them and then in the whole data center there could be tens of thousands or a hundred thousand of these servers. If the power is not fully controlled, it will be like a big heating machine just for connectivity and so forth. And so power is also a significant part of the equation that we started to solve and when we entered the market we introduced ourselves as the low power leaders who can not only solve the connectivity problem but also the power problem for the system.Martin: So if you would rephrase the value proposition it would basically mean that if you are looking at a data center you will improve the connectivity within the data center meaning that you will lower their energy cost thereby lowering total costs of having operating the data center and thereby transforming the data from one point to the other.Ramin: Yes, exactly. First lowering the cost of installation, the price they pay to install each port and also lowering the maintenance cost, moving forward in terms of cost of the energy and so forth.Martin: Can you elaborate a little bit about how defensive is this? Or how easy it is to defend this k ind of model from other competitors?Ramin: One of the reasons we approached this market as a startup knowing that especially if you are in hardware, networking hardware, especially semiconductor business center a lot of big companies are already in this market. We had to definitely find a path that we could differentiate ourselves and one of our biggest differentiations was of course the technology we could introduce into this market. And Tangabeste has been as they use to call it the toughest problem in the communication ICs back then and it turned out to be over yeas. Because when we started there were another three public companies that started in the same field together with us plus also the number of the startup companies, at some point were 7 companies doing the same thing. Over the years, Aquantia was the only company whose product was shipped in Cisco boxes and only one public company managed to get it right after few years after us to be our only competition today so far.So one thing is to find the technology and to also have the solution, knowing that the technology that you have is differentiating enough that not anybody not so easily can come in and compete with you in that domain. Of course, the patents that protected us in that domain. On top of that I should add as an entrepreneur just having a cool technology doesn’t mean, or like differentiating technology doesn’t mean anything. You have to see the problems that your customers have or are actually going to have. The smart or most successful ones will see the waves that are coming and try to prepare for it. Try to build solutions for the waves that are coming. Once they are near then you can go to your customers and say, “Hey, don’t worry, I have a solution for you.” Helping the customer to win in the market, differentiating yourself and basically pass the big wave and they help you in return, creating a win-win situation in such a way that customers, especially the big ones really fe el that they have to use you otherwise there are not many other solutions out there to do so.Martin: But basically this means that you have some hardware solutions like switches or something for solving the connectivity issues in data centers and when you look at the customers, customer segments, who are they? Is it only like people who are operating the data center or are those companies like Facebook who has its own data center?Ramin: Our customers customers would be the likes of Facebook and so forth. One of the big customers we can mention is Cisco systems. They actually build their network OEMs that build all the big switches and the network equipment.Martin: And in terms of revenue model is it that you are selling them not only like revenue per item or is it something like a service model orâ€"Ramin: No, we build chips.Martin: And you only sell them. You don’t rent them or something like that?Ramin: No, just sell them the chips.Martin: And how do you acquire customers. Are y ou using only a direct sales force or are you using distribution partners?Ramin: No, actually because we are not in a consumer market, our customers are well defined. For example, there is usually in the space that we work in there is one dominant customer that owns maybe half the market or more. And there is another one who owns like 20 -30 percent and the rest combined will be another 20 something percent together. So we usually try to approach the first top two three because the amount of energy and even marketing and salesforce that is required to approach everyone for a small company is not really that efficient. So our approach is to go and target the big ones, try to understand their pain points and try to understand what are the things that they are working on and what are the problems that they are going to face in the next generation especially and how we can solve that. And convince them that we can actually solve the problem for them and work together with them to delive r the final solution.We have implemented this model at least twice in the life of the company and that has been the part of the success of Aquantia, a big part of the success in Aquantia that basically helped us maneuver all the hard times and the financial crisis by having strong partners that actually needed our technology so they ensure that we stay and survive and flourish and expand and being able to help them move forward.Martin: And when you look at the potential customers that you could have and you said they are very concentrated, is it that you would like to sell your solution to any potential customer who would like to buy this or is it more that you go to the top two customers and say, “Guys, if you want to differentiate from the others 30 percent or so then buy with us and we give you some kind of exclusivity”?Ramin: Depends. Of course as I mentioned, we don’t have bandwidth in the beginning to approach everyone so we usually we work with top two, three big custom ers in the field and making sure that pipe thing and all the issues that would happen. And one of the things that being in an industry means you pass the quality assurance of the biggest company in the field then all the other companies will just wave any qualification or so forth and they just comfortably come to you and buy from you. So rather than having to deal with twenty companies and try to prove to them that it is good, everything is perfect and so forth working with one company and getting that stamp of approval and other guys will automatically come to you, because they say “If they selected you to be their choice then it is already guaranteed that it passes our standard level”.Martin: Are you currently having an international customer base or is it mainly US focused?Ramin: Currently we have also international.Martin: And you said that you have very few customers. How do you prevent the situation happening like your former company? Because your former company you also had very clamped, very clustered customer portfolio which was risky in that specific time. How do you prevent something like this in the future?Ramin: One of the things that we have to also be careful is also that when we approached the optical markets that was our only specific solution that we had, it was the only line of product that the company relied on. And that specific solution with a certain optical market going down, we didn’t have any other product to be able to rely on. Even after that we tried to leverage that technology to a different market â€" from optical we could move into IP switching for example, and the company back then tried to do that. But because this whole process happened so late by the time that we switched and tried to address the same technology, it was a great technology, into a different type of application was too late for us to be able to solve the product and survive on it.One thing is that what we have done only to guarantee the don’t leverage the technology itonly one application. If that application goes down, then you have no more time to try to leverage it or maneuver into something else. For our application from the beginning we tried to secure at least two markets and that is why even if we had like hiccups is one from time to time we could rely on the other and making sure that it is just like not just one big customer.Martin: Ramin, walk me through first twelve months of Aquantia. How really was it like if you would have to explain it to somebody transparently and say, “Okay, this is what I was doing by day, this was what we were focusing on”, just vividly?Ramin: First twelve months I would say depends on when the start was When we started, when I quit my job at the previous company, we had the promise from our investors that if we can prove to them the ideas we have can be manufactured and can enlarge volume and be profitable and so forth they will invest in us. They had given us very little money for the pe riod of whatever, until we prove this. Those were really challenging times because we had to cut back and just work maybe 70 â€" 80 hours a week and try to make sure that we reach as fast as possible.At the same time, it was a fairly big task so we had to get other people that we respect both technically and also have worked with before and synergy was right to get involved. But we couldn’t expect anybody to quit his job or anything so we had to work with them â€" first excite them about the potential of the technology and the potential of the market that this technology can address and at the same time encourage them to almost as hard as we did after work. Pulling everything together and be able to present that at the end, we can actually deliver this.Martin: So what was the task â€" only to develop a prototype of the hardware switch or was it really to have the prototype and convince a customer and only then the investor would invest?Ramin: It was more of proof of concept, it wa s not necessarily customers involved. So usually VCs they have their own technical team that is not just necessarily people who work at the VCs, the other high tech entrepreneurs in that specific field that they highly respect and they ask them to come and do the due diligence on us.So we went through maybe three different day long due diligence by three different groups and finally we got the checkmark and we got the money. That was a good sign but more work started afterwards because building the team, building the whole infrastructure for the company that we can expand, make it scalable enough and so forth. It started from doing technical work to building the actual company for us.One of the big lessons Ive learned from my previous company is that technology is very important, we need to know we have something great, but first you have to know what is the right application for it which in this case we found what would be the application. And the second of course is the team. Buil ding the team becomes I would say one of the most important if not the most important factor that is in entrepreneurs control. The other one is the market, but we can’t control the market. Markets go up and down and you have to just be smart about it and how you strategize your path, making sure that you will be safe in times and storms and so forth. But building the team is the most important thing. As a junior entrepreneur in my first company, we didn’t have much experience. We thought that if somebody is smart enough and can answer all our questions just hire him. And later we ran into a lot of issues, efficiency issues. A lot of those people that we hired were really smart but at the same time it was My way or the highway they didn’t want to work with each other.Martin: OK, so they didn’t cooperate.Ramin: The cooperation was not really great and that inefficiency basically took a big toll on us in the first company that we had. Second time being through that we began ma king sure that they are not just good technically, sometimes even rejected some people who were really smart, really sharp, intelligent people, genius people just because we felt that the attitude does not really match with the rest of the team that we had.And to be honest maybe the first 50 people that we hired were the people we either have worked with before or one of the people that we had hired and worked with well enough to know he/she is not just great from technology and expertise but also great from personality and making sure that the synergy is perfect.Martin: And you minimize the risk because at least either you or your friend know that this guy is working.Ramin: Exactly. That was very important this goes by far more than getting reference checks that is limited to a certain extent. But working with somebody is like going on a trip with somebody friend you know much better seeing him on and off. Being a roommate with someone and you even know that person better so workin g with somebody is like being a roommate for year. Usually in companies you spend more time than you spend at home and the level of interaction is significant.That was also a key part of our selection for the team and some of the people that we hired honestly are key members, technical members that have been with us from the past ten years, ever since we hired them. And they have been with the company ever since.ADVICE TO ENTREPRENEURS FROM RAMIN FARJAD-RAD In San Jose (CA), we meet Co-Founder VP of Technology of Aquantia, Ramin Farjad-Rad. Ramin talks about his story how he came up with the idea and founded Aquantia, how the current business model works, as well as he provides some advice for young entrepreneurs.INTRODUCTIONMartin: Hi, today we are in the beautiful San Hose at the Aquantia office. Hi, Ramin, who are you and what do you do?Ramin: I am Ramin Farjad-Radand I am the VP of technology at Aquantia corporation and I together with the team are in charge of developing interesting technologies that apply to the latest networking solution that the customers such as Cisco and so forth use to differentiate themselves in the market place.BUSINESS MODEL OF AQUANTIAMartin: What did you do before you started Aquantia?Ramin: Well starting from beginning I got interested in communication transceivers back over at Stanford. Maybe part of my first summer internship that I was working at Soundlabs and I started working on a 1 Gig transceive r. The target was designing the whole thing in a CMOS technology which back then most people tried to implement these transceivers gigabit, multi gigabit and higher processors like Gully Morson and so forth which is really fast processing, but at the same time people could not really build them in high density to integrate with the microprocessors, big logics and so forth. Part of that work was extended and Sun was interested to fund the research I continued to actually turn it into a 10 gigabit per second kind of transceiver all in CMOS. Pretty much that research was successful, I managed to build that link in all in CMOS. Back then it was a core to max at CMOS which is more than a 10x larger than future sizes that are used today which is 28 or even 49 meter. But pretty much the technology showed that today it can implement up to 10 gigabits in CMOS technology that back then people struggled to build even up to 1 gig.That was a big achievement in a sense not just, “Hey, I can do 10 Gig in CMOS” but because it opened the door for integration into much bigger chips that were already in CMOS technology or the processors or also the switches that back then let’s say in the early 2000; that was the beginning of internet opening up to the all public and bandwidths and data become like a necessity, people wanted faster and faster not just processor but also switches and routers and so forth. These switches needed to have very high thoughput and with a combination of IOs that was placed in CMOS to get over the switch the switch wasn’t really practical. They have to use multiple switches, build clone network it would call it, network topology or switch topology to be able to expand switch to turn it form n ports to multiple ports, n times or 10 times and so forth. It was expensive, high power and so forth and by being able to integrate this high speed link inside the same chip and it could manage to increase the throughput of the switch, being able to increase it by order of magnitude or even orders of magnitude. That’s why it plays a critical rule to the next step.Back then in 2000, in fact ‘99 I teamed up with a couple people and tried to turn it into, actually turn this idea or turn this technology into actually a solution that will benefit the industry in terms of marketing. Through this whole process weve got challenges to be able to define the right product for the technology and we started a company called Veleo Communication whose main solution product was multi gigabit or even terabit switches. Back then we focused on optical market, sonic switching and so forth because the problem was reallyâ€" in those days, the long hawl, why you doing to need networks and connecting cities at high speeds together and that was kind of the bottle neck that back then was mostly wired up to do phone networks and telephones at low data rates. Planning to do internet traffic, even forget about videos just normal internet traffic couldn’t rea lly go through these low speed networking switches. So everybody was switching to optical communication, trying to build more and more connections and networks and then there came the need to do high throughput wirings and switching between all these links. And that is why optical communication was so hot back then before colabs later on in 2002-2003.Martin: So basically what Aquantia is selling is some kind of devices with some switches?Ramin: No. This was a Veleo Communication. It was my first company that I started back in ‘99. That was the focus of Veleo Communication, building terabit switches for optical market. And then after Veleo and because of the crash of the optical market and all of our customers which were big customers were Lucent and Nortel. At some point we have a combined you can say purchase order literal intents close to 500 million dollars’ worth of those switches but maybe within few months they went away. Nortel put hold on everything, Lucent basically shu t down optical divisions and so forth. And all thing went away and expecting to be a multibillion dollar company, it didn’t turn out to be that way.So we sold the company and the year after Kim and Alveta , two of my partners here in Aquantia, we started the company with the vision to being able to power the next generation of data centers and networking mainly from the connectivity prospective for the upcoming explosion of data that we could see. The data was increasing, not just communication of data but also the storage of the data and so forth, to the extent that the existing solutions, the connectivity solutions in the data centers and the storage centers and the computing centers and so forth was not really enough to answer this.Back then people were switching from 1 gigabit to 10 gigabit but the solutions for 10 gigabit was all pretty much an optical domain, meaning that you had to use optical transceivers, lasers and so forth and it ended up to be expensive solutions. And knowing that these port counts that were already about like making hundreds of millions if not billions in gigabit, switching them over to 10 gig or optical at price points that are hundreds of dollars was a big show stopper for many companies to scale to that level. Price was a big deal, especially when you are talking about such high switch counts and our mission was to create a technology to be able to implement it over the copper lines and away from using any optical components which was pretty much also the start of the 10 gigabits over copper, over basically twisted pair copper not shielded copper just to make everything cheaper, just to make the cable cheaper. And we of course added significant complexity on the chip side to make the other side cheaper and easier, meaning anything external, even only through connectors, cables and so forth was made to be as simple as possible even the connection of the cable to the port using like RG45 type of connector that just clicks, you can find it behind your computer or laptop that has this network port versus the optical solutions that nobody can just use like that. You have to align the fiber which is like a micrometer thick with the edge of laser to make sure that the light passes through. It takes an expert to do that every time so it wasn’t something that also could be basically expanded to the public or general market unless using a copper and ease of use of it. And pretty much, it puts all the burden on the technology and those required to implement it.We knew that is a big challenge and from day one we started building a team that we believe were super stars to be able to excel in this market and be able to deliver it. While at the same time when we started we had technology that we believed will put us ahead of everybody else delivering this solution not just all in silicon but also make it in like low power, because once you assume that each server or each rack of servers that you have in data center could have tens of these ports and each rack will have tens of servers and each roll of a data center can have twenty or thirty of them and then in the whole data center there could be tens of thousands or a hundred thousand of these servers. If the power is not fully controlled, it will be like a big heating machine just for connectivity and so forth. And so power is also a significant part of the equation that we started to solve and when we entered the market we introduced ourselves as the low power leaders who can not only solve the connectivity problem but also the power problem for the system.Martin: So if you would rephrase the value proposition it would basically mean that if you are looking at a data center you will improve the connectivity within the data center meaning that you will lower their energy cost thereby lowering total costs of having operating the data center and thereby transforming the data from one point to the other.Ramin: Yes, exactly. First lowering the c ost of installation, the price they pay to install each port and also lowering the maintenance cost, moving forward in terms of cost of the energy and so forth.Martin: Can you elaborate a little bit about how defensive is this? Or how easy it is to defend this kind of model from other competitors?Ramin: One of the reasons we approached this market as a startup knowing that especially if you are in hardware, networking hardware, especially semiconductor business center a lot of big companies are already in this market. We had to definitely find a path that we could differentiate ourselves and one of our biggest differentiations was of course the technology we could introduce into this market. And Tangabeste has been as they use to call it the toughest problem in the communication ICs back then and it turned out to be over yeas. Because when we started there were another three public companies that started in the same field together with us plus also the number of the startup companie s, at some point were 7 companies doing the same thing. Over the years, Aquantia was the only company whose product was shipped in Cisco boxes and only one public company managed to get it right after few years after us to be our only competition today so far.So one thing is to find the technology and to also have the solution, knowing that the technology that you have is differentiating enough that not anybody not so easily can come in and compete with you in that domain. Of course, the patents that protected us in that domain. On top of that I should add as an entrepreneur just having a cool technology doesn’t mean, or like differentiating technology doesn’t mean anything. You have to see the problems that your customers have or are actually going to have. The smart or most successful ones will see the waves that are coming and try to prepare for it. Try to build solutions for the waves that are coming. Once they are near then you can go to your customers and say, “Hey, donâ €™t worry, I have a solution for you.” Helping the customer to win in the market, differentiating yourself and basically pass the big wave and they help you in return, creating a win-win situation in such a way that customers, especially the big ones really feel that they have to use you otherwise there are not many other solutions out there to do so.Martin: But basically this means that you have some hardware solutions like switches or something for solving the connectivity issues in data centers and when you look at the customers, customer segments, who are they? Is it only like people who are operating the data center or are those companies like Facebook who has its own data center?Ramin: Our customers customers would be the likes of Facebook and so forth. One of the big customers we can mention is Cisco systems. They actually build their network OEMs that build all the big switches and the network equipment.Martin: And in terms of revenue model is it that you are selling them not only like revenue per item or is it something like a service model orâ€"Ramin: No, we build chips.Martin: And you only sell them. You don’t rent them or something like that?Ramin: No, just sell them the chips.Martin: And how do you acquire customers. Are you using only a direct sales force or are you using distribution partners?Ramin: No, actually because we are not in a consumer market, our customers are well defined. For example, there is usually in the space that we work in there is one dominant customer that owns maybe half the market or more. And there is another one who owns like 20 -30 percent and the rest combined will be another 20 something percent together. So we usually try to approach the first top two three because the amount of energy and even marketing and salesforce that is required to approach everyone for a small company is not really that efficient. So our approach is to go and target the big ones, try to understand their pain points and try to understand w hat are the things that they are working on and what are the problems that they are going to face in the next generation especially and how we can solve that. And convince them that we can actually solve the problem for them and work together with them to deliver the final solution.We have implemented this model at least twice in the life of the company and that has been the part of the success of Aquantia, a big part of the success in Aquantia that basically helped us maneuver all the hard times and the financial crisis by having strong partners that actually needed our technology so they ensure that we stay and survive and flourish and expand and being able to help them move forward.Martin: And when you look at the potential customers that you could have and you said they are very concentrated, is it that you would like to sell your solution to any potential customer who would like to buy this or is it more that you go to the top two customers and say, “Guys, if you want to diff erentiate from the others 30 percent or so then buy with us and we give you some kind of exclusivity”?Ramin: Depends. Of course as I mentioned, we don’t have bandwidth in the beginning to approach everyone so we usually we work with top two, three big customers in the field and making sure that pipe thing and all the issues that would happen. And one of the things that being in an industry means you pass the quality assurance of the biggest company in the field then all the other companies will just wave any qualification or so forth and they just comfortably come to you and buy from you. So rather than having to deal with twenty companies and try to prove to them that it is good, everything is perfect and so forth working with one company and getting that stamp of approval and other guys will automatically come to you, because they say “If they selected you to be their choice then it is already guaranteed that it passes our standard level”.Martin: Are you currently having a n international customer base or is it mainly US focused?Ramin: Currently we have also international.Martin: And you said that you have very few customers. How do you prevent the situation happening like your former company? Because your former company you also had very clamped, very clustered customer portfolio which was risky in that specific time. How do you prevent something like this in the future?Ramin: One of the things that we have to also be careful is also that when we approached the optical markets that was our only specific solution that we had, it was the only line of product that the company relied on. And that specific solution with a certain optical market going down, we didn’t have any other product to be able to rely on. Even after that we tried to leverage that technology to a different market â€" from optical we could move into IP switching for example, and the company back then tried to do that. But because this whole process happened so late by the time that we switched and tried to address the same technology, it was a great technology, into a different type of application was too late for us to be able to solve the product and survive on it.One thing is that what we have done only to guarantee the don’t leverage the technology itonly one application. If that application goes down, then you have no more time to try to leverage it or maneuver into something else. For our application from the beginning we tried to secure at least two markets and that is why even if we had like hiccups is one from time to time we could rely on the other and making sure that it is just like not just one big customer.Martin: Ramin, walk me through first twelve months of Aquantia. How really was it like if you would have to explain it to somebody transparently and say, “Okay, this is what I was doing by day, this was what we were focusing on”, just vividly?Ramin: First twelve months I would say depends on when the start was When we started, when I quit my job at the previous company, we had the promise from our investors that if we can prove to them the ideas we have can be manufactured and can enlarge volume and be profitable and so forth they will invest in us. They had given us very little money for the period of whatever, until we prove this. Those were really challenging times because we had to cut back and just work maybe 70 â€" 80 hours a week and try to make sure that we reach as fast as possible.At the same time, it was a fairly big task so we had to get other people that we respect both technically and also have worked with before and synergy was right to get involved. But we couldn’t expect anybody to quit his job or anything so we had to work with them â€" first excite them about the potential of the technology and the potential of the market that this technology can address and at the same time encourage them to almost as hard as we did after work. Pulling everything together and be able to present that at the end, we can actually deliver this.Martin: So what was the task â€" only to develop a prototype of the hardware switch or was it really to have the prototype and convince a customer and only then the investor would invest?Ramin: It was more of proof of concept, it was not necessarily customers involved. So usually VCs they have their own technical team that is not just necessarily people who work at the VCs, the other high tech entrepreneurs in that specific field that they highly respect and they ask them to come and do the due diligence on us.So we went through maybe three different day long due diligence by three different groups and finally we got the checkmark and we got the money. That was a good sign but more work started afterwards because building the team, building the whole infrastructure for the company that we can expand, make it scalable enough and so forth. It started from doing technical work to building the actual company for us.One of the big lessons Ive learned from my previous company is that technology is very important, we need to know we have something great, but first you have to know what is the right application for it which in this case we found what would be the application. And the second of course is the team. Building the team becomes I would say one of the most important if not the most important factor that is in entrepreneurs control. The other one is the market, but we can’t control the market. Markets go up and down and you have to just be smart about it and how you strategize your path, making sure that you will be safe in times and storms and so forth. But building the team is the most important thing. As a junior entrepreneur in my first company, we didn’t have much experience. We thought that if somebody is smart enough and can answer all our questions just hire him. And later we ran into a lot of issues, efficiency issues. A lot of those people that we hired were really smart but at the same time it was My way or the hig hway they didn’t want to work with each other.Martin: OK, so they didn’t cooperate.Ramin: The cooperation was not really great and that inefficiency basically took a big toll on us in the first company that we had. Second time being through that we began making sure that they are not just good technically, sometimes even rejected some people who were really smart, really sharp, intelligent people, genius people just because we felt that the attitude does not really match with the rest of the team that we had.And to be honest maybe the first 50 people that we hired were the people we either have worked with before or one of the people that we had hired and worked with well enough to know he/she is not just great from technology and expertise but also great from personality and making sure that the synergy is perfect.Martin: And you minimize the risk because at least either you or your friend know that this guy is working.Ramin: Exactly. That was very important this goes by far m ore than getting reference checks that is limited to a certain extent. But working with somebody is like going on a trip with somebody friend you know much better seeing him on and off. Being a roommate with someone and you even know that person better so working with somebody is like being a roommate for year. Usually in companies you spend more time than you spend at home and the level of interaction is significant.That was also a key part of our selection for the team and some of the people that we hired honestly are key members, technical members that have been with us from the past ten years, ever since we hired them. And they have been with the company ever since.ADVICE TO ENTREPRENEURS FROM RAMIN FARJAD-RADMartin: Ramin, let’s go back 10 â€" 15 years or so of your time and really imagine: what would be great if you have known this before you start doing any company? So if you go back and say “Oh, if somebody would have told me this kind of lesson this would have helped me a lot.”Ramin: My first company Veleo thought me many, many lessons that we tried to implement as much as possible in this company. At the same time one of the things in addition to the fact that you have to be extra careful once you get the money to build the right team because the team is the most important asset that is in your control. The most important factor for your success that is in your control and the technology can actually change even the applications they use for the technology can change as you move forward.Believe it or not as I mentioned in the first six months of the company before our funding we were supposed to prove that the technology we are so excited about is the best thing since white bread and a year after we dumped the whole thing because we found something better. We didn’t stay as “This is our technology, we are going to push for it to make it happen.”Entrepreneurs really have to be flexible. They shouldn’t be attached to original ideas if the y feel there are other alternatives. They have to be open minded to any idea and really question everything and even it is your baby technology always have to question it can it be better, can it do anything better, what is out there that can beat this and so forth. That is very important not to get lost or drinking you are cool; aint thinking you are the best.That is I would say one of the most important things and the other thing I should mention is the product and the application that use the technology. You have to make sure it is differentiating enough for all the big companies, because they will be very reluctant to pick somebody with a small company like a 50-man team to deliver a critical technology to them. It becomes so risky. If you put yourself in the shoes of some executive VP making a decision in let’s say at Cisco that they want to use their technology. And if Aquantia fails, the executive VP will be in serious trouble. But if give it to some joint company like a mu ltibillion dollar public company that god knows how many people working for them and has been around for like 30 years. If they failed that company fails and the executive VP fails. There is a lot of pressure in the decision making in the big company to go with you. So they have to have very convincing reason in a way that you have to create great enough differentiation for them so they say “If I don’t go with them there is nothing out there and then my competition may pick them and then they may get ahead.” So they take the risk for the right reward. And you have to continue making that differentiation sustain because you start going up on a path to say “I am different from everyone” and then as soon as the big guys notice that you are up there they start development right away because they don’t want to fall behind and you have to continue that and continuously offer the differentiation that these big customers feel like they have to stick with you and never go back an d try to consider the alternative.One of the things that a lot of companies fall into is the fact that after some point and after they feel they have a solution or a technology, then the other guys catch up, they try to add I would say maybe change the prices so they offer you lower prices and to add a little bit features here and there to make it attractive. And if you go on and see if the features that are added are not something significant, then the other guys can also add it. So this competition, competition on the small steps rather than differentiating actually causes everybody to be the same. They say I have added this feature that do this extra thing and if it is easy other guys will add it. It becomes more and more complex product that everybody has. So differentiation actually becomes nothing.But the differentiation has to be in such way that it is like great leaps that gets others by surprise and before they can catch up to it you already got the next marker. And this ta kes agile and I would say knowledgeable team with enough experience both on the technology and the business to know what is the next great technology and what are the problems that are coming towards my big customers. Even we have to know better than them what the problems are and try to solve them for the next wave. That is how we survived and grew.Martin: Ramin, thank you so much for you time.Ramin: Thank you.Martin: It was a pleasure. Next time you are thinking about starting a company you need to be very crystal clear about your value proposition so that you make sure that you differentiate it from all the other people and don’t be better only by 10 percent but maybe like 10x. Thanks.

Are We Too Dependent on Technology - 825 Words

Are We Too Dependent on Technology? (Research Paper Sample) Content: NameProfessorCourse TitleDateTechnology: Are we too dependent on it?Almost everybody agrees that technology makes life easier and more comfortable because it helps people to do tasks that could be impossible otherwise. Indeed, almost everyone would give a long list of the benefits of technology. However, as with any other thing human beings have created, technology has its shortcomings. Simply, the beauty of technology ends with a dark side.Noticeably, technology does not necessarily earn people comfort with life; instead, it complicates life even more. In the modern times, for example, nearly every debate of the "incredible power of technology to enhance lives" highlights the cell phone (Cashman 57). Admittedly, the instant and efficient communication facilitated by the telephone has been a blessing. Originally, the telephone was an elementary device anybody could learn how to use it in moments of seconds. With the dynamism of technology, nowadays nearly everyone use s cell phones to converse on matters of particular consequence. In the recent past, however, the mobile phone devices have undergone sophistication to perform preposterous functions most of which have little relevance (Forth Mason 19). Unlike in the elementary stage of telephones, today a person needs a forty-page manual to learn how to use a cellphone. Currently, technology is pushing us towards beliefs in the sense that today it is nearly impossible to buy a phone that only receives calls and sends messages and escape being labelled as a traditional refuge from the dark ages. Similarly, nowadays it is not strange to see millions of people driving or walking about while conversing on cell phones, usually on issues of no pertinence whatsoever. Imaginably, if a different civilization were to view our phone lines, its residents will believe that nearly everyone on the planet was mad, and, in fact, that would not be any far from wrong. In a reasonable or sane world, would almost every one possess sophisticated, multifunction and complex gadgets that facilitate trivial chatter- and use in a manner that is unsafe and socially disgusting?Besides the cell phone, the computer is another example revealing how technology continues to complicate life. Expectedly, nearly everyone accepts that computers are instrumental in enabling people to process data, share information and other tasks with ease and speed, a situation that would be have been impossible as recently as a generation ago. The advancement of computer technology is so rapid that new applications are invented than anybody can keep pace- and that harbors a problem. Surprisingly, even the experts have a handful understanding of the computer technologies(just consult an expert when a computer malfunctions, and wait for the surprise).While most users have the mastery of most of the elementary functions, most of the computer owners have a difficult in understanding and making use of inbuilt functions of computer pr ograms. Admittedly, some studies agree that young people who have grown in the age of computers have an intuitive knowledge of how to use the machines. However, substantial anecdotal evidence reveals that people only learn fractions of computer functions, which are amusing, and entertaining (Bano, Bukhari, Niazi Hussain 223). In fact, most of the users lack the patience and desire that is required for engaging in a complex learning process of utilitarian programs. Furthermore, computers culture a bad habit in people by creating mechanical assistance and denying users a chance to use their brains in performing most of the daily tasks. Essentially, it is possible to believe that the invention of the calculator explains the inability of many individuals to work out simple math. Besides, it is similarly possible to prove that computers have created a generation of people who know nothing about the logic of language and are unable to spell because of the mechanical assistance of the ele ctronic spell-checker (that is, and perhaps will always remain imperfect).While technology has had its downside in other areas, it has had positive effects and nearly zero negative impacts in entertainment. Agreeably, it is not possible to blame technology, for example when television networks air mediocre content (Jianhong Mengzi 165). Similarly, if the music that individuals play and listen to on their gadgets including mobile phones is trash, nobody can rightfully blame the devices or technology in general. Because of technology, people have a variety of entertainments to choose from, and if they decide to spend, more time in entertaining themselves, that is not a technological evil. While people can be annoyed with the intrusion, excessive marketing in the entertainment media, that is, by all means not the problem of technology.Besides the advantages of the technology that everyone thinks cannot do without, the downside of technology entails more what is detrimental to a human being than what is wrong with his creations. Because people believe that they will always be masters of machines, they continue to complicat...

The Self Medication Hypothesis Of Drug Abuse And Drug...

Brendon Harrison Mrs.Duncan English X H 4.12.15 The Self Medication Hypothesis Most of the current thought regarding drug abuse and drug addiction is controlled by the â€Å"hijacked brain† concept, which states that a user’s brain is altered by a drug at exposure and can eventually lead to addiction. Such theories are only just that: theories, with little to no clinical evidence to support their claim. On the other hand, some clinicians believe that addicts use drugs in a continuing cycle of self regulation. The general model of addiction that supports how people use substances in a self-regulatory manner, the self-medication hypothesis, concludes that a person’s choice of substance is directly correlated to an underlying sign of distress or emotion they are trying to manage. Even though there is very little clinical proof, the majority of thought about drug addiction is still dominated by the â€Å"hijacked brain† theory. A completely different view of the perplexing concept behind addiction, the self-medication hypothesis, a much more recent theory, provides a logical explanation for addiction that is clinically acceptable. The theory was given life in the mid 1970’s by Edward J. Khantzian and his colleagues at Harvard Medical School. Khantzian had vast clinical experience in treating and evaluating heroin addicts. He noted that a striking number of his patients had problems with aggression, depression, and loneliness that far preceded their use of illegal drugs. 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