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LOOKING AT THE SPECS

by Gerard Fonte

Start ý Are You Flexible? ý Whoýs the Boss? ý So, What are Your Options? ý What are the Hazards? ý To be or Not to be Specified? ý Unhappy Customers ý Sources and PDF

WHOýS THE BOSS?

This brings us to the topic of who defines the specifications. Generally, it is left to engineering to verify or test to the specifications. However, it is usually marketing that generates the specifications. This is not as odd as it sounds.

Marketing talks to the consumer. The consumer says, "I need a faster chip, one that switches in 3 ns." Perhaps the consumer will add, "The load is 10 pF." So, the company decides to create a chip that switches in 3 ns. It becomes your job to develop such a product.

Perhaps all that is needed is a different test with a load of 10 pF. Or maybe a completely new topography is needed. In either case, the specifications generated by engineering are the performance specifications, while marketing generates goal specifications. These are obviously different.

This doesnýt mean that engineers canýt also generate goal specifications. Often, a clever idea drives engineering research and development into improving the performance of a product.

When this happens, marketing is presented with a new product that it is supposed to sell. This can get marketing upset. They are supposed to spend time and effort, as well as their customerýs time and effort, to learn about a new product. They could be selling other existing products, but now they have to try to sell a new and unfamiliar product to a customer who hasnýt indicated any interest.

The other method is when marketing commits engineering to a customerýs performance specifications for a product. Then, engineering gets upset. They are supposed to spend their time and effort developing a product to specifications that make no sense or are impossible.

The point is that marketing and engineering must work closely together. Otherwise, the whole company suffers. There is no alternative.

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