Product Management in Semiconductor fab industry| Chris Hodson
The Deep Tech Product Podcast
Welcome back to the Deep Tech Product Podcast! This week, we journey into the heart of the semiconductor industry with Chris Hodson, Head of Product at Oxford Instruments Plasma Technology. With over two decades of experience navigating this dynamic landscape, Chris offers a masterclass in understanding customer needs, bridging the gap between innovation and industry, and successfully bringing disruptive technologies to market.
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Key Takeaways:
One of the biggest challenges in deep tech is translating groundbreaking research into practical solutions that solve real-world problems. Chris explains how his team at Oxford Instruments Plasma Technology identifies the right customer needs and bridges the gap between cutting-edge technology and industry demands.
We explore:
The Power of Market Understanding: Identifying the most impactful problems to solve requires a deep understanding of the market landscape. Chris shares his insights on analyzing market trends, assessing customer pain points, and evaluating the competitive landscape to pinpoint the most promising opportunities.
From Lab to Industry: A technology that shines in the lab doesn't always translate seamlessly to the factory floor. Chris discusses the differences between creating products for early adopters seeking innovation and established industries focused on reliability, scalability, and cost-effectiveness.
Navigating the Road to Production: Qualifying Disruptive Technologies
Bringing a disruptive technology to market is an iterative journey filled with challenges and learning opportunities. Chris walks us through the critical steps of qualifying new technologies for production:
The Feedback Loop: Customer feedback is the lifeblood of successful product development. Chris emphasizes the importance of building strong relationships with customers, actively soliciting their input, and using that feedback to refine and improve the technology.
Iteration and Adaptation: The path to a production-ready technology is rarely linear. Chris highlights the need for flexibility and adaptation, embracing iteration cycles, and adjusting course based on customer feedback and market dynamics.
Managing Expectations: Long development cycles and complex technologies require meticulous stakeholder management. Chris explains how his team keeps everyone informed, aligned on goals, and manages expectations throughout the process.
Key Takeaways for Aspiring Semiconductor Product Leaders
Stay Ahead of the Curve: The semiconductor industry is in a constant state of evolution. Chris emphasizes the importance of staying informed about emerging technologies, actively monitoring industry trends, and cultivating a forward-looking mindset.
Build Strong Customer Relationships: Deep tech thrives on collaboration. Chris encourages product managers to build strong relationships with their customers, actively listen to their needs, and view them as partners in the product development journey.
Use the frameworks through out the process: Frameworks are great templates to organize various thoughts, ideas and transparently articulate your decision making process. One key advice is to stick to the habit of using frameworks through out the product lifecycle to build muscle memory and transparency.
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Timestamps:
(00:00) Teaser
(01:13) Podcast Intro
(01:46) Chris Intro
(03:27) PM in semiconductor equipment market
(05:35) Market cycles and understanding customer needs
(07:50) Translating customer problem to product
(11:03) Example of a new product process from a trend
(15:50) Voice of customer process is nebulous
(16:30) How to uncover the customer challenge in stages?
(18:56) Balancing customer problems vs hitting market timing
(25:25) Navigating forward looking market timing using roadmaps
(27:57) Impact of geopolitics on product launch and roadmaps
(30:48) Advice for people getting into space products
(31:33) Frameworks for prioritization of resources
(39:00) How to keep teams motivated ?
(42:25) Advice to product managers
(47:12) Book recommendation
(51:30) Outro and links to join the deep tech product community