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  • Mike Falter

What is the right level of technical content?

Technical content, just like audiences, does not cleanly divide into technical or non-technical. It is a spectrum that varies based on the goals, objectives and the nature of the target audience. So, what is the appropriate level of technical content? It depends. There is no correct answer, or one size fits all solution to conveying the value proposition of a highly complex, technical product or service to an audience.


At one end of the spectrum for technical content might by peer reviewed publications for journals that cover leading edge science or engineering.


At the other end could be a promotional piece, or advertisement, not intended specifically to inform or educate, but to elicit an emotion or feeling associated with a company or brand, even a highly technical one.


Advertising is often designed to elicit an emotion or feeling


Likewise, audiences are a spectrum, from engineers and designers who develop deep knowledge and expertise working in a specific area for many years, to growth hackers and marketing gurus who may not have any formal technical training, or design experience, but are masters at gaining traction and getting the message out to an audience.


And let’s face it, technology and systems are becoming increasingly complex. It takes years of direct design and engineering experience to truly understand the trade-offs and value drivers in systems as complex as something like an EV traction inverter. As such, even the most talented and technically gifted among us cannot be experts on everything, even within their own area of focus.


So even the most technical folks will depend on some level of abstraction to better understand technologies or systems adjacent to their own area of expertise. As domain experts advance to more senior leadership roles, they will need to adopt a broader perspective and engage in areas where they are no longer the expert. OEM Program or Product Managers will want to get to a level of detail sufficient for them to quickly assess how aspects of an embedded technology impacts their platform and customers. Particularly on the important axes of price and performance.


In start-up land, or in the sales discovery process, the goal of the pitch is not to get funding, or to close the deal, but to generate interest in the next conversation. The same applies to highly technical products and services, where you need to efficiently share enough of the details to get to the next level of technical diligence.


At the end of the day, everyone has an objective of what they are trying to do, or where they are trying to get to. The right level of technical content is the amount of detail that gets them there the quickest.

 

Wolfspeed Expands SiC Wafer Supply Agreement


The silicon carbide train has left the station, and it is picking up speed. Wolfspeed recently announced an extended and expanded supplier agreement for silicon carbide wafers with a leading power semiconductor company.


200 mm silicon carbide semiconductor wafer


In addition to Wolfspeed, other major silicon carbide chipmakers include Infineon, onsemi (ON Semiconductor), Rohm Semiconductor, and STMicroelectronics (STM).


Interest in the high voltage technology is being driven largely by anticipated growth in the EV market. The Wall Street Journal just reported that EV sales have crossed a significant threshold, representing 10% of all vehicles sold in 2022.


The new supply agreement follows the announcement in September that Wolfspeed will be constructing a new multi-billion-dollar wafer material manufacturing facility in Chatham County, North Carolina. Wafers from the new facility will primarily supply the new state-of-the-art 200 mm silicon carbide fabrication facility that recently opened in Macy, NY.


The full article is available here:


 

Funding and Other Updates




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