Although plenty of part numbers go through our shop which are classified and their end use is unclear, it is still quite possible to recognize the end users and the importance of performing quality work.  Products, processes, and chains are only as strong as their weakest link; and narrowing our focus too far on one spot in the product development cycle can have catastrophic consequences.  Our company, Cirexx International, does a fair bit of work within the defense industry.  For this reason, I will use the following hypothetical example as a reference.

“Although PN xxxxxxx is a simple 6 layer rigid-flex, it plays a critical role within a hand-held communications device our warfighters in Iraq rely on and expect to be functioning regardless of extreme conditions.  It’s failure, delamination, improper design could mean life or death for a whole troop.  And we all know who our military serves… us.”

If we focus on and remember who our end user is, the technical nature of our boards, our workplace morale, and our general business practices will all be affected.

Technical
If we were to keep in mind the big picture of who we serve with our products, many technical aspects of our products would be affected.  Most notable, I believe quality and quality assurance would improve.  Technicians, managers, suppliers, etc would all hold themselves to a high moral standard above and beyond their ISO or corporate quality mandate.  Responsiveness to issues and concerns on the part of the customer would increase.  Recognizing that each delay in the product life-cycle keeps a potentially life-saving product out of production and out of the hands of our soldier, nurse, pilot, etc for a greater period of time.  Paperwork and voicemails will have less likelihood of being put off until the afternoon, the end of the week, etc.  And lastly, collaboration will improve.  Although it is not necessarily the job of the lamination technician to determine proper materials for use in the final product, they may have some knowledge of past performance that the designers did not.  Whether it’s that they heard from a colleague that a particular thickness of laminate has been having issues in extreme temperatures, or in humidity.  Knowing that the board will be in a product in use in the rain forest may happen to be a huge help.

Workplace Morale
Not only will the technical integrity of your boards increase, but also workplace morale and spirit.  Employee sense of ownership and duty will grow when their understanding of the big picture increases and the tunnelvision we often fall susceptible to is countered.  This will lead to increased attention to detail, greater job satisfaction, and a greater sense of community within your organization and between organizations.

Business Practices
Lastly, recognition of the true impact your company’s product has will lead to changes in how your business operates.  Customer service and support will take greater precedence.  Also, capital improvements and research/development will take greater priority.  Recognition of the ways we need to remain competitive, and provide the most cutting edge products to our customers will occur when we step back and think about the importance we play in the lives of so many people.

Who are your customers?  Your real customers… probably people who have never and will never hear of you.  Yet it is them who you serve, it is for them that we work day and night, providing the highest quality products with the best customer support and responsive attitudes possible.

What other improvements do you feel would occur if we were to all continually remind ourselves of these things?  Feel free to comment below.

There was a particular moment, however, which really encouraged me and provided some hope for 2010. A group of designers and engineers we’ve been working with for a few years now came down to say hello and to ask us some questions. It was great to have dynamic dialogue and interest in our company’s various developments over the last two years. It was within that conversation that I watched a younger engineer bridge the gap between fabricator and designer. And no exaggeration, it was like the room got brighter and the air sweeter.

Spending the last year getting to know both groups has exposed me to the complaints on both sides of the fence. I have heard frustrations from designers and customers concerning quality, timeliness, and customer service. I have seen fabricators scratch their head and stare at design files or bills of material in wonder and confusion. And finally someone stepped up and asked the most beautiful question. I will paraphrase, but I remember it pretty well.

He said, “Morgan, is there anything we can be doing to make your job easier? I mean, I honestly don’t know a whole lot about the details of the fabrication process… I just design them. What could we be doing to help you?”

Every relationship is different, and every customer is different, but it is essential to open up the discussion about how we can form a more seamless relationship between design, fabrication and assembly.  And so I would like to open up the discussion about how fabricators can better serve their customers, and vice versa.  Keep it clean, keep it helpful, and keep it coming.

- Liam

BANNOCKBURN, Ill., USA, February 4, 2010 — Complacency with having survived the trials of 2009 is a naïve posture that, in 2010, will lead to continued struggles warns Walt Custer. The noted industry analyst and president of Custer Consulting Group will join IPC Director of Market Research Sharon Starr for the “Global Business Outlook: Where Do We Go Next?” keynote session at IPC APEX EXPO on Wednesday, April 7 in Las Vegas.

“If a company hasn’t been planning for the recovery,” Custer says, “it has considerable catching up to do or it will risk losing market position.” Custer will share his insights into the leading global indicators he tracks to help companies understand timing sensitivities for phasing in recovery plans.

Custer and Starr will provide forecasts and trends for electronics equipment and component markets and discuss how seasonal and cyclical trends affect the industry and the supply chain.

Starr will present the findings of the latest IPC market research and explain how companies can use this data to assess their own performance and identify promising markets. IPC’s market research studies show the latest trends in demand, production and industry-specific benchmarks for the PCB, EMS, process consumables, solder, assembly equipment and laminate industries.

In addition, Starr will preview a new series of industry market forecasts at IPC APEX EXPO. Focused on specific industry segments and product categories within the industries IPC serves, new forecasts are in development now for the materials and equipment, PCB, EMS and select OEM industry markets.

“It’s exciting to be able to offer this type of new data to the industry,” said Starr. As she explains, keeping track of economic indicators and specific market data can help companies be more nimble and competitive. She adds, “Any company, regardless of size, can create competitive advantages by watching the indicators and planning appropriately.”

The Global Business Outlook keynote session is free to all registrants of IPC APEX EXPO 2010. The world’s premier technical conference and exhibition for printed board design and manufacturing, electronics assembly and test, IPC APEX EXPO will take place at the Mandalay Bay Resort & Convention Center in Las Vegas, April 6–9, 2010. For more information, visit www.IPCAPEXEXPO.org.

# # #

About IPC

IPC (www.IPC.org) is a global trade association based in Bannockburn, Ill., dedicated to the competitive excellence and financial success of its 2,700 member companies which represent all facets of the electronics industry, including design, printed board manufacturing, electronics assembly and test. As a member-driven organization and leading source for industry standards, training, market research and public policy advocacy, IPC supports programs to meet the needs of an estimated $1.7 trillion global electronics industry. IPC maintains additional offices in Taos, N.M.; Arlington, Va.; Garden Grove, Calif.; Stockholm, Sweden; Moscow, Russia; and Shanghai and Shenzhen, China.

I have spoken with several individuals in the last few weeks who hold high expectations, and look to DesignCon as being the most valuable show of the year.  Although that is personal opinion, I can easily see why those sentiments have been shared.

If you’re in the area, be sure to register and attend the show.  You can buy your various passes here.

Also, be sure to follow @DesignCon2010 on twitter.

The year 2009 has been an intense crash-course and immersion into the PCB industry.  I entered the field having only seen a board in settings such as when my mother’s blender lay torn apart on my lap as I sought to “fix” it as a ten-year-old.  My background is in entrepreneurship and business development.  Keep these things in mind as you read, but I hope that you do not allow them to lessen the various observations.  Please be sure to comment, critique, and add to this article in the comments section.

Market Segments
Tradeshows
There is nothing as bittersweet as a tradeshow.  It is easy to see that while many I’ve spoken with claim to dread the show circuit, there is an industry sustaining vibrancy found on the tradeshow floor.  In fact, regardless of size, shows remind many that they are not alone in this economic climate and in this industry.  “How about them Yankees” was definitely replaced by depressed and rehearsed comments about overseas production and its implications.  Yet even competitors can console one another.

Recessions inherently bring about budget cuts and a careful critique of the ROI (return on investment) of all marketing endeavors including tradeshows.  Smaller displays with fewer freebies seemed more prominent as the year progressed.

However, tradeshows will never go away because there is an inherent need within any industry to foster community and to provide convenient platforms for vendors and customers to interact.  Yet there is a great need for training and planning of employees to occur in 2010.  Pre and post-event networking skills need to be developed.  And it seems clear that the question of whether we will attend the next tradeshow is moot until we have exhausted an investigation of how we can best take advantage of the opportunity contained within each show.

Media and Trade Publications
As a complete rookie to PCB’s, I found the press to be my greatest ally.  Wonderful individuals within UP Media and  iConnect007 greatly encouraged and guided me through year one.  In fact, they are both the customer and supplier’s greatest asset.  Many of the most knowledgeable individuals are connected with these organizations and an email to either requesting direction or a good contact will usually turn out well.  Don’t expect them to play favorites or violate privacy issues, but they will do their best to direct you toward professionals or resources which will aid you greatly.

Political Climate
Changing the political landscape concerning any issue is always a laborious and time consuming process.  However, great strides were taken this year as the position of PCB Executive Agent was created.  In the second week of December, close to one hundred twenty-five industry professionals gathered in Washington D.C. to discuss how we can meet the needs of the Department of Defense in the future.  It was great to see so many key organizations represented and to see that many CEO’s and owners attended personally.  If there is to be a single word that must define 2010, it will be collaboration.  The IPC Technology Interchange in Washington was a great step toward that end.  I will discuss collaboration in greater depth shortly.

Customers
Throughout the year I sensed a continual increase in both the loyalty and price consciousness of our customers.  It was great to see the loyalty exhibited by many of our best customers, while it was tough to see quotes lost on price: even a few dollars.  Budget cuts have made it hard for everyone, and it is understandable in most cases why these occurred.

Although the following recommendation is applicable to every year within a business, I feel 2010 demands an even greater attempt.  It is clear that better communication and collaboration could and should occur between customers and the design, fabrication and assembly providers.  My hope is to personally continue to search out ways we can better serve our customers  (based on what they say, not what we assume).  This is crucial; especially for the small domestic board shops and assemblers.

Praises and Hopes
I have seen several people step up and push the envelope this year.  Some have exhibited customer service above and beyond expectations, some have embarked on innovative marketing and sales endeavors, and several faces have gained recognition as they position themselves as experts within their niche.  Below are some of the ways that they have accomplished these things.

Online Resources
Those who have met me this year most likely know about my passion for seeing the industry catch up with the rest of the private sector in regards to leveraging the tools and resources available online.  There is much to be done, but I am pleased with the small steps taken this year.  The year 2009 exhibited an increased number of companies transitioning to online marketing and advertising.  Several new columnists have appeared for various media organizations and the concept of blogging is beginning to make sense to some.

I continually experience excitement over our endeavors to develop an industry blog, yet see little follow through.  Although much of that may be due to the quality of my efforts, I do hope to see increased support and contribution in the coming year for HotPCB and my colleagues who are pouring their energies into online media.

I was given the opportunity to speak at UP Media’s PCB Atlanta in October on the subject of how the PCB industry can effectively leverage the various Web 2.0 tools currently available.  Those in attendance seemed to find it helpful, and it was a great first step.  I challenge both individuals and organizations to sit down and evaluate how they can implement these tools into their various marketing and sales strategies.

Federal Programs
This year’s Federal Matchmaking event in Tarrytown, NY was extremely well attended.  I highly admire the SBLO’s and various individuals who spend their time making sure that small-business allocated opportunities are distributed.

The PTAC officers and employees really stepped up and it was very apparent how much they desire to foster commerce between small/disadvantaged businesses and the government.

Education
There is a huge need for education within the industry.  And yet, providing resources to seasoned veteran is far from enough.  Unfortunately, the industry is graying, and there is no clear next generation.  Some have recognized the massive vacuum that is forming and are investigating the feasibility of teaching electronics at the high-school level.  This is a movement still in its infancy and needs a lot of support, guidance, materials, and commitment.  That is where collaboration will truly show its worth.

Collaboration
As promised, I want to briefly touch on collaboration once again.  It has been said that when everyone is responsible, no one is responsible.  I saw a lot of great concepts discussed at the Technology Interchange.  There has been a lot of hard work on the part of various individuals.  We as an industry need to be very careful that we don’t simply sit back and applaud their work.  A concerted effort should be made by all.

Change is a slow process.  But it is even slower when there are only a few players.  My hope is that 2010 will be a year marked with collaboration, unity, and change.  We have all seen glimpses of where things could go.  And although it is unlikely that things will ever look like they did twenty years ago, I find it highly likely that this industry will take huge leaps forward in the next twelve months.

In ending, I am very thankful for where I am, and where we are.  Great hopes drive my endeavors and will continue to shape my efforts.  Where do you see yourself making a difference?  What unique skills can you bring to the table?  How can we come together to overcome the various challenges that are facing our industry?

2010, here we come.

This is a complex question with a large number of factors.  One focus of the discussion could be on the pure technical limitations which will be reached according to the laws of physics, or you may consider the unlikelihood that we will ever meet a need that PCB’s can’t handle due to the high costs which would surround that new technology.

I hope to hear your input and comments.  Where do you see the technology going and needing to innovate?  How do you see system-in-a-package and 3D Integration being a factor?  I don’t even have all of the appropriate questions surrounding this topic, but I hope that the comments below will be full of insight and discussion.

Thanks!!

P.S. Someone should add to the wikipedia article about system-in-a-package.  It could use some help.

Education?
The first question that you might ask yourself is whether this is something for which you can go to school.  I approached Bill Brooks of Datron World Communications, who in the past has taught classes at Palomar College in PCB Design and Advanced PCB Design.  He was introduced into the field because his father owned a board shop where he worked until he was nineteen.  Bill echoed what I have heard from many:  that traditionally designers do not have college degrees.  A four-year degree, let alone a Masters, is not needed to be successful.  However, the technology continues to advance and designers must be much more rounded and have a greater understanding of a wide variety of variables than they did even only ten years ago.  I also spoke with Rick Hartley of L-3 Communications.  He is an accomplished designer and teaches technical seminars at various trade shows around the country.  He echoed the same sentiment.

Although various classes are available, the most valuable training is found within a mentorship relationship.  Rick learned how to design because a co-worker and mentor took the time to teach him.  Do you wonder where you can find a mentor, or the academic resources to succeed?  Fortunately there are a variety of places for you to go where you can receive training and meet designers who would love to teach you, especially if you are a younger entrant into the field.

If you are truly interested in making it in the field of PCB design, you must immerse yourself and strive to become an expert.  Let’s break it down into three approaches.  You need to network with current designers and find a mentor(s), you need to attend technical workshops and training sessions, and there are a few must have books that you ought to read.  Let’s start with networking.

Networking
The IPC is a very well recognized organization worldwide and they host online communities called Designer Councils which are divided up geographically.  Some of the most active councils are in Orange County and Portland.  You have a great opportunity to connect with and meet in person designers who would love to help you learn.  Although slightly archaic in their technology (they use list server technology), this is a very valuable tool and will allow you to connect with thousands of professionals.  the IPC recognizes the need to cultivate new designers and is actively pursuing programs to do just that.  Also, check out the article Best and Worst LinkedIn Groups for PCB Enthusiasts.  Use the connections within those groups, the discussion boards, the Q&A section, etc to meet and interact with experts.

Technical Training
Board design has gotten more complex as the devices they power have pushed the limits.  Although the printed circuit board has not changed significantly in its build over the last 35 years, the environment into which it is placed has.  Designers must understand electronic theory at a technician level, understand the PCB fabrication process, mechanical stress and how to prevent failure modes, the assembly process, testing processes, what the board is going to end up in for additional variables, and must also be cost conscious when it comes to materials.  Does this sound overwhelming?  Fortunately there is a plethora of design shows where you can attend technical sessions pertaining to all of these issues.  There are the IPC and Design Conferences, UP Media group’s PCB shows, designer council meetings, webinars, blogs, and companies that offer training courses.  Follow the various links and explore the opportunities to receive training.  The best training Rick ever recieved was a week long session about “board design for productibility.”  Seek out similar courses and seminars, and  you will do great.

Read, Read, Read!
If you want to be the best, you need to read from the best.  I have taken suggestions from several experts regarding what books they feel are the best for you to read if you’re seeking to expand your knowledge of the field.  I have listed them in the bookstore section of HotPCB.  Do us a favor, if you purchase through our links we might make a dollar.  That’d be cool.

I ended  all of my interviews asking if they had any predictions of where the industry was going, or what they would say in closing to someone just getting started.  Rick made the point that there are going to be a lot of available jobs and to get into it now.  In the long run it will pay off.  He took a pay cut when he first went into design, but quickly surpassed his former income.  Many designers are going to be retiring in the next 10 years, but PCB’s aren’t going anywhere.

Below is the media portion of my presentation.  It gives a very general outline of the topics I covered and the order.  If you are interested in learning more about the specifics of the presentation, or are interested in discussing how social media and web 2.0 technology might benefit you or your company, please do not hesitate to get in touch with me.  My contact information is found in the Author Bio’s and Tweets section.

Enjoy!

I have been blessed with the opportunity to speak during the afternoon sessions at PCB Atlanta on October 22.  UP Media has always been very kind to us and have now provided me with this opportunity.

The seminar I will be teaching will be on the topic of marketing yourself using the social media and online tools that are currently available online.  Below is the abstract I submitted when I approached them with the idea.

Are you trying to find a way to stand out among the crowd?  The field of marketing and advertising continues to rapidly change as more and more attention shifts toward Social Media and Online marketing techniques.  A new generation of decision makers and customers who have grown up with these tools is close at hand.  In order to remain current and successful, it is crucial that you have, at the least, a basic understanding of the tools being used.

The Online and Social Media Marketing workshop will give an overview of various online tools and services currently available to help you market yourself and drive business.  You will learn how and where to network with potential customers and ways to develop a strong presence on the web.  Whether you are a novice user, or consider yourself proficient, this workshop is designed to help you develop a comprehensive personal online marketing plan.  Topics covered will include: how to take full advantage of the top social networking sites, making sure you can be found easily online, and creating a pull-marketing campaign.

Do you plan on attending the show?  If you haven’t thought about it, you should.  I do believe that it will be very beneficial to you.  I won’t be as forward as to recommend that you attend the session I will be leading, however, it should be a good time.

If you’re going and you plan on attending this, please feel free to get in touch with me or to comment below with questions you have.  I want to make sure that I address the questions and needs of the people who attend.  Getting your feedback and a feel for your questions beforehand will help me to prepare and provide a more comprehensive and applicable presentation.

The more authors we have, the more dynamic and informative the site will be.  I hope that over time we will have about 15 independent contributors who are able to provide a short 250-500 word article once every couple weeks.

If you are interested in taking on this small, but essential role within the development of HotPCB.com, please feel free to get in touch with us. We can talk about the various potential topics. This site is still very dynamic and your contributions and ideas will help it develop into a great resource.

Call Liam Morris at (800) 217-0202 x13 or email at lmorris@hotpcb.com