Nvidia's engineering VP wants better design tool - Embedded.com

Nvidia’s engineering VP wants better design tool

SANTA CLARA, Calif.–Cultural complacency and “uncomplaining” engineers are stunting EDA tool investment and preventing IC companies from keeping up with quickening design complexity, a senior engineering manager at chip vendor Nvidia Corp. said Tuesday (Jan. 29) at DesignCon here.

“Engineers don't complain enough,” said Jonah Alben, Nivida's senior vice president of engineering, said during a keynote address at the DesignCon conference here.

“Engineers like myself tend to ultimately figure out a way to live with whatever environment they're put into,” he said. “They don't speak up when everyone else is speaking up in the company about what we want to see in the next-generation product.”

That, combined with “cultural complacency”–struggling to navigate new daily challenges and manage priorities–usually prompts companies to tamp investment in EDA tools while under-staffing their methodology-development teams

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