From a management viewpoint, one of the biggest dilemmas of startup technology-based companies, which are relatively small and with limited resources, is how to get their names spread throughout the electronics community. Especially in the case of semiconductor startups with limited budgets, to do so sometimes requires guerrilla tactics. But one of the pitfalls for engineers who start up a company is the notion that if they build a better mousetrap, the world will come and beat down their door to buy their product or service. That may be the case for Internet companies today, but it's not true for most IP and IP-related semiconductor companies.
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