Arie Brish

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I spent over thirty years contributing to global innovations in diverse industries and different executive roles. I get bored quickly and even though I worked for Motorola for twenty years they were kind enough to let me move around the company every few years to serve multiple business units, with different applications, various technologies, and eclectic customers base all over the world. I am very grateful for being accommodated with these opportunities. I started my career in 1978 as an R&D engineer for National Semiconductors, designing the first 32-bit microprocessors in the industry. The product was superior relative to all our competitors at the time. Intel and Motorola surpassed us because they did a better job in all other disciplines that must support a new product launch, such as manufacturing, marketing, sales, and quality control, to name a few. This is exactly the motto of this book: It takes more than a good idea to make a commercially successful product. Over the years I participated in different aspects of hundreds of new products learning from successes and mistakes. This book is the collective wisdom from all these experiences, as well as lessons learned from all the smart supervisors, colleagues, subordinates, clients, and supporting teams I had the honor to work with.


Lay an Egg and Make Chicken Soup


“Comprehensive and enjoyable view of the whole innovation process!

Bill Matthews, Chairman, BBC Pension Trust Limited, U.K


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