Because HPC is a boundary-pushing technology, it’s understandable that HPC marketers often focus on speeds and flows. But Mike Bernhardt, one of the most recognized names in strategic marketing and supercomputing communications, argues that overemphasizing this point can be a major, albeit natural, mistake. Yes, speeds and flows are important, but there are other critical aspects of business and product positioning that need to be emphasized if organizations are to attract and retain not just customers, but also employees. , investors, business partners, and the goodwill of government regulators, among other audiences.
Bernhardt knows what he is talking about. He has over 35 years of experience in the HPC industry, including serving as Director of Market Relations and Communications for Intel’s Supercomputer Systems Division in the 1990s before establishing a marketing company independent strategy, The Bernhardt Agency, focused on HPC. In 2016, he became the Communications Manager for the US Department of Energy’s Exascale Computing Project. He is also a member of the SC Perennialsa group recognized for having attended all SC conferences since its founding in 1988.
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