'We've got a really brilliant initiative coming off', Ed confides to his diary, 'we've had some fantastic contacts with the e-Reader people, which is a red hot market, and are designing a chip which will take a mega amount of cost out of the system.'
A few days later Ed's diary entry reads: 'At Embedded World I'm hosting a press event when a reptile asks why we haven't had any significant new design wins in some of the emerging product areas.'
'Somewhat stung by this gibe, I tell the reptile: "Just you wait. We've got a very significant new product about to tape out in the e-Reader space. It's going to have a major effect on system cost."'
'Back at base, I'm in the dog-house', writes Ed a couple of days later, 'at the general managers' meeting I could feel tension long before the marketing guy opened his mouth.'
'"If there's an 800lb Gorilla in the room there's no need to keep prodding it, Ed, and there are several gorillas in the e-Reader space", says our marketing VP, "now you've told everyone what we're doing in that market we'll have the big boys killing us."'
'I seem to have made a bog of this,' puts Ed in the diary, 'however, there are only 186 days to the IPO, and then I'm far away from here with a bunce bonanza.'
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