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About this Edition
Contents
Introduction
Working Paper
Introduction
Background
Which brings me to...
General development strategy
Form of organization
Headquarters services.
Administrative services.
Marketing services.
Project coordination.
Manufacturing.
Product development.
Product maintenance.
Product evaluation.
Market research.
Marketing assistance.
Planning assistance.
Mode of operation
Product development cycle
Money and management
Commitments of time
The nature of potential products
Hardware and system strategy
Why get involved?
Nitty-gritty
What do we do next
Agenda
Information Letter 1
Structure of the business
The issue of liability
Changes after the business is running
Terminating products
What to call the company
How much of a share to buy
Order of magnitude financial figures
The role of MSL principals
The promise of this venture
Responsiveness
Philosophy
Potential Products for MSP
Existing products
INTERACT.
QBASIC.
C.
SORT.
WINDOW.
SPELL.
LENS.
DIFF.
SELECTOR.
New products
Executive planning aid.
Cardfile.
MAPPER.
Forms generator.
Menu-oriented TS.
JPLDIS.
Information Letter 2
Alternate forms of organisation
New participants
Resumes
``Edges''
Nightmare
What's going on
What to Name the Company
Information Letter 3
The business entity
Issuance of shares
Buying equipment
Working capital
Stock options
Personal holding companies
Conflicts of interest
New people
Names, names, names
Paperwork
Next meeting
Proposed Organization Plan for MSP
Initial Issue Of Securities
Stock Options
Liabilities of the Corporation
Information Letter 4
New organization plan
General meeting
Plans: Incorporation
Technical progress
Technical plans
MicroCAD:
Autodesk:
Opticalc:
Window:
Initial Stock Distribution
Information Letter 5
Progress Organising the Company
Changes from Original Organisation Plan
What Happens Next
Just a Few More Little Things
Regular Meetings
Purchasing
Micro-CAD Progress
Autodesk Progress
Other Product Progress
Product Polish and Packaging
Subchapter S Election Alternative
Autodesk Products
MicroCAD
Autodesk
Window
Diff
Opti-Calc
Communicator
JPLDIS
QBASIC
Commodity Trading Package
Autodesk Work Distribution
MicroCAD
Autodesk
Window
Diff
Opti-Calc
Communicator
JPLDIS
QBASIC
General research and development
Apples
5 1/4 inch discs
Screen driver package
Documentation production
Software manufacturers
Information Letter 6
Marketing Progress
IBM PC
File Transfer
Offsite Backup
Floppy Discs
68000 System Prospects
Medical Software Deal
Coming to Terms with the 8086
Black Hole Alert
Monthly Meeting--Subchapter S Form
Autodesk Status
Communicator Status
Random Bits
Information Letter 7
Where We Are and Where We Are Going
Autodesk Status
QBASIC86 Progress
MicroCAD Status
Window Progress
Task Lists
Conference System Notes
Organization Details
C
Random Bits
July General Meeting Minutes
Marketing
Financial report
Progress reports
CPM Charts
Various business
Future agendas
Auto Book Notes
The Concept
READ
-- Reading an Auto Book
READ
Commands
Add word to references.
And word with references.
Subtract word from references.
Clear references.
List references.
Show referenced text.
List section titles.
Select marked sections.
New document.
Help facility.
SCAN
-- The preprocessor
SCAN
Commands
Trying
SCAN
Ideas for the future
Information Letter 8
Other Items
August 1982 Meeting
Changes in Participation
Minutes and Financial Report
Progress Reports
Random Business
Project Discussions
Marketing
Autodesk
JPLDIS
MICROCAD
QB86
Window
Corporate
Appendix
Task Lists
MJK Usage
Next Meeting
Agendas
AutoCAD-80 Development Log
1982 Annual Meeting
Quality Department Priorities
Development of Specifications
Qualification Testing
Test Management
Discrepancy Logging
Release Certification
Regression Testing
Cost of Quality
Meetings: December '82, January '83
December Meeting
January Meeting
Summary of Decisions Taken
February 1983 Meeting
Minutes and Financial Report
Board of Directors
Project Reports
Marketing
AutoCAD-86
AutoCAD-80
AutoDesk
AutoScreen
Corporate
Trade Shows
Manpower
Summary of Decisions
March 1983 Meeting
Odd Jobs
Software Control Policies
Proprietary Rights
Quality Control
Proliferation
Delegation
Proposals
June 1983 Meeting
Introduction
Attendees
Financial Report: John Walker
Board of Directors Report
Marketing Report: John Walker filling in for Mike Ford
Reports from Europeans
Richard
Lars
Rudolf
Domestic Sales Summary
Corporate Status Report
Operational Report: John Kern
Customer Support
Incentive Options
AutoCAD-86 Status Report
AutoCAD-80
AutoCAD-68K
Prometrix
Company Problems
SunFlex
Autodesk: Mike Riddle
Autoterm: Rudolf
Resumes
Equipment List
AutoCAD Wish List
Introduction
High priority ``quick kills''
Alternate arc specification
Text size by length
Layer-to-layer move
Standard drawing config setup
Drawing header to DXF file
XOR grids when possible
Change ``
REDRAW ON/OFF
'' to ``
FILL ON/OFF
''
Change ``
RES
'' to ``
SNAP
''
Change ``
P1, P2
'' point prompts
Change ``
Cmd:
'' to ``
Command:
''
Enhanced
HELP
facility
INSERT
angle governed by
ORTHO
Stop using square brackets
High priority larger items
Polylines
Cross-hatch/pattern-fill
Splines
Double walls
Line types & color
Geometric snap
Breaking walls/partial delete
Fillets
IGES support
Block output
Redefining blocks
Complete dimensioning
Large plotters (32K problem)
Generic user manual
Function keys on reference card
Foreign language versions
Lower priority items
Point variables
Extended entity selection
Entity tags
``Toy'' bill of materials
EDIT
command
Extended
OOPS
(
UNDO
)
Rejecting added entities
Repeat last selection
New
LAYER
command
GRID
enhancements
SNAP
enhancements
Parts library
File system interface
Global coordinate transform
ELLIPSE
command
Direct commands vs. INSERT
Transformations and
INSERT *
Right-justified text
Feet & inches
Names for internal variables
Menu/keyboard macros
Redefine machine interface
Mode status display
Asynchronous mode switches
Arc traces-doughnuts
Various cross-hair types
Enhanced text fonts
Multiple text fonts
ZOOM
/
LIMITS
confusion
Views
Don't regen invisible layers
Rework
REPEAT
Generalize redraw files
Area and perimeter
QPLOT
for additional printers
3D
Questionable items
Should entities have colors?
Aligned dimensions
Ex post facto
SNAP
Display snapped crosshair
Relational entities
Display axes
Drawing types
Alignment of entities
Shape dragging
DXF to CalComp program
Crisis Letter
John Walker's Business Plan
Organisation
Budgeting
Priorities--Marketing Division
Priorities--Operations Division
Priorities--Technical Division
Technical Project Management
Salary Scales
Proposed Autodesk Organization
Problems
Solutions
Proposed Structure
Recommendations
Job Descriptions
Chief Executive Officer (CEO)
Manager of Finance and Administration Division
Manager of Marketing Division
Manager of Operations Division
Manager of Technical Division
July 1983 Meeting
Attendees
Summary of Management Meeting: Dan Drake
Financial Report: John Walker
Marketing Report: Mike Ford
More Marketing: John Walker
International Sales
Corporate Status Report
Operational Report: John Kern
AutoCAD-86 Report: Keith
AutoCAD-80 Report: John
Miscellaneous
Personnel
Equipment List
Low Rent 3D
Electric Malcolm
October 1983 Meeting
Piece of Cake
Information Letter 10
Information Letter 11
Party Time
What's Going On Here
The Slingshot and Success
The Deal on the Table
AutoCAD Lite
Taxes and Such
Warrants
Stock Options
Alternative Minimum Tax
Publicly Traded Stock
Insiders and Rule 16(b)
Why Lisp?
Number One
Prime Time
Reply Time
Initial Public Offering
General Background
Product Strategy
Products
AutoCAD
Mainframe CAD Interfaces
AE/CADD
CAD/camera
Developers' Tool Kit
AutoCAD Applications Program
The Toilet Announcement
Marketing Strategy
The Entire Prospectus
Sleazy Motel Roach Hammer Awards
Surplus Value
Taxes
Investments
Greed and Fear
Beyond the Lock-up Period
Information Letter 12
Mid-Game
Burning Questions Of Our Movement
What Business Is the Company In?
Product Style
What do we do next?
The Next AutoCAD
The American Dream
Time of Turbulence
Memo to everybody
Remarks at the company meeting
Speech at Silverado
Super Programmers
We're The Best: You're The Best
We Don't Want Less Than The Best
What You've Heard About Us Is True
CAD: the Heart of Computer Science
What is Computer Aided Design?
What Should a CAD System Be?
What Does Simulation Have To Do With It?
What Do You Do To Get There?
The Heart of Computer Science
The Computer Revolution
Abstract
Background
The Computer Revolution
What You See Is What You Get
The Service Economy
The Evolution Of Computer Interfaces
Attempts To Extend the Interface
``Go Do'' Considered Shameful
Son Of Batch
Building Subservient Systems
Summary
AutoBits
Job Titles
AutoSketch: Not Insane
Autodesk Technical Seminars
CAD: The Final Frontier
Marinchip Defeats IBM
Dear Jim Meadlock...
Yet Wah 3D
Spine Police
VHSIC-Based Product Stuns Industry
What Is 3D What
AutoShield
The Guts of a New Machine
The Bozo Filter
High Performance Bicycles
Propulsion.
Braking.
Guidance, Navigation, and Control.
Countermeasures.
Survival, evasion, and escape.
Fuel.
Weaponry.
Command and control.
Configuration and performance.
A Journey Not to Forget
AutoThing
Flat-out Programming
Hardware Lock Debater's Guide
Information Letter 13
Ground rules
The management switch
Cadetron and Solid Modeling
How Do We Do It?
Product Positioning
How Does All This Really Work?
Removing the Hardware Lock
Urgent Fury
The Menu Bar
Extended Object Selection
Box selection.
Automatic selection.
Single selection mode.
Menu Item Repetition
Multiple Command Modifier
Command Redefinition
Dialogue-Oriented Commands
DDRMODES command.
DDEMODES command.
The Portable Data Base
Background
The Binary I/O Package
Modifying AutoCAD
The Drawing Database
The drawing header.
The symbol tables.
The entity headers.
Shape and text font files
DXB files
Slide files
Compatibility status summary
Upper and lower case
Breaking the 3D Logjam
Jeremiad
Urgent Worry
The Golden Age of Engineering
Cosmic Perspective
External Tanks
Source Distribution
The Morning After
Glasnost
Where's It All Going?
Xanadu
Ted Nelson Joins Autodesk
Bored of Directors
Valedictory
L'Envoi: the First Six Years
Technological Leadership
AutoCAD Release 10
AutoCAD For The Macintosh
AutoCAD Release 11
AutoCAD AEC
AutoSketch
AutoShade
User Interfaces
Summary, Conclusions, and Recommendations
Through the Looking Glass
User interaction generations
First generation: Knobs and dials
Second generation: Batch
Third generation: Timesharing
Fourth generation: Menus
Fifth generation: Graphics
What next?
Through the screen to cyberspace
Building cyberspace
Cyberspace Hardware
Cyberspace Software
Cyberspace Environments
Should Autodesk lead?
Autodesk's business
Autodesk's technological leadership
Autodesk's future
Autodesk's investment
Autodesk's opportunity
Autodesk's decision
AutoCAD Expo Moscow
Golden Hammer
One Hundred Million Dollars
The New Technological Corporation
Theme 1: The time value of money
First prelude: The age of takeovers
Reinvestment and risk
The invisible hand and its elbow
Recapitulation
Theme 2: Leverage vs. debt
Second prelude: A dirt mine in Idaho
Leverage through debt
Inherent leverage
Technological leverage
Recapitulation: nonlinearity and gain
Theme 3: The talent-constrained enterprise
Third prelude: What is this, really?
The shape of a business
Wild Talents
Recapitulation
Theme 4: Quantum economics
Fourth prelude: Aggregates aren't reality
Economics as events
Recapitulation
Theme 5: Equilibrium and efficient markets
Fifth prelude: October 19th, 1987
A quiet, normal day
Equilibrium and information
Recapitulation
Variation 1: The New Technological Corporation
New...
Technological...
Corporations...
Variation 2: What to do with the money?
Reinvest it in the business?
Retain it and grin?
Pay dividends?
Why not dividends?
Is interest more interesting?
The cost of double taxation
Dividends as an equaliser
Tax-exempt investors: the privileged many
Capricious Congress
The dividend treadmill
Dividends and founder-ownership
Will income be king again?
Mature before its years?
Dividends: a complicated choice
A strategic partnership?
Make acquisitions?
Buying technology
Consolidation among New Technological Corporations
Acquisitions of conventional companies
Variation 3: Competitive strategies
Spending information, not cash
Cheap development: expensive reaction
Low margin product introductions
Riding out hard times
Dividends and the strategy of denial
Conclusions and recommendations
Generic Software Acquisition
Why Cellular Automata?
Rudy's Answer
John's Answer
Understanding AMIX
The Information Age
Markets
Information Markets
Obvious Markets
Non-critical Issues
Why AMIX?
Batting .300
We'll Return, After This Message
Caustic Moment
A Brief History Of IGES
Goals and Strategy
Implementation Notes
Using IGES Modules
Extracting Core Routines
The AutoCAD Database Emulator
Loading A Database
System variables.
Database index file.
Symbol table files.
Using The Database
Closing The Database
Development Environment
Additional ADS Requirements
User Notes
Summary and Future Directions
Conclusion
The Hardware Lock Strikes Back
``Autodesk Arrogance''
Why Molecular Modeling?
Filter 1: It stands to benefit from increasing compute power
Filter 2: It is central to emerging technologies
Conclusion
Whither AutoCAD?
Introduction
Autodesk as High-End Vendor
The Business of Autodesk
An Opportunity
The High End: What is it?
Traditional CAD/CAM
The View from the Top
Real Users buy Desktop CAD
Drafting vs the Total Solution
The Autodesk Customer
The Turnkey Customer
Integration as the Key
Design/Manufacturing Process
Analysis and Refinement:
Design for Manufacture:
Drafting and Documentation:
Toolpath Creation & Machining:
The Total Solution
The Reality
The Market
Mechanical Design Automation
Modeling:
Parametrics/Constraint Management:
Integration of Iterative Steps:
AutoCAD Designer
Technical Content
AutoCAD
Conclusions
Final Words
Nanotechnology in Manufacturing
What's Been Happening
CPU Performance
Oh Wow
Oh Well
Oh Shit
Oh Yeah!
Technological Transitions
Five Industrial Revolutions
Metre Scale
Metres To Millimetres
Millimetres To Micrometres
Micrometres To Nanometres
Plenty Of Room
Writing With Atoms
Molecular Engineering
Many Challenges--But Many Paths To Follow
Steps Along the Way: Molecular Electronics
Bacteriorhodopsin Optical Memory
Sixth Industrial Revolution: Molecular Engineering
Seventh Industrial Revolution: Replicating Machines
The Argument For Design
Max Q
Management by lack of alternatives
A very different world
Max Q
Modern Problems
Recession
Bear market
Real estate crash
Dollar collapse
Debt liquidation
Japan
Dealer devastation
Bad quarter
Technological confusion
Autodesk confronts an uncertain future
Conserve cash
Don't buy back stock at current levels
Don't buy real estate
Diversify out of the dollar
Continue to think internationally
Throttle back immediate growth plans
Prepare alternative distribution plans
Provide guidance to resellers and customers
Do Windows
AutoCAD as an open system
Anticipate technological change
Summary of recommendations
Conclusion
Information Letter 14
Prologue: The Quaint Eighties
Introduction
Background
``The Game Has Changed''
The Game Has Changed Again
Modern Times
Big--more software in the box
Cheap
Widely available
Closely integrated--the emerging standard platform
The first modern CAD product
Modern Problems
How to lose sales and market share through imagination and hard work
Benign neglect: silence in the marketplace
The Risks Of Caution
The stainless steel web
Challenges and Challenger
The Nightmare Scenario
Marginalia
Money in the bank
Margin vs. management
The incredible shrinking budget
Business Development
Winning
How to take over the whole graphics industry in a year or so
Manage our products.
Help the dealers.
Low cost marketing initiatives.
Near--term upgrade of AutoCAD.
AutoCAD future development.
Own the raster market.
New CAD system.
A Bodyguard Of Fears
``Betting the company''
``Fiduciary duty''
``The human wave''
``Throwing money at problems''
Conclusion
Epilogue: The Final Days
View from the Ridge
Valuing Corporate Image
Simulation Isn't Reality
The New Autodesk
Problem 1: Overhead
Problem 2: Responsibility
Problem 3: Responsiveness
Problem 4: Planning
Goals of the Restructuring
Types of organizations
Business Units
Service centers
Corporate functions
Product Lines
Tentative Product Lines and Business Units
AutoCAD Family
Multimedia Family
Retail Software Family
Molecular Modeling Family
Information Family
Other Business units
Service Centers
General Concepts with Service Centers
Billable Versus Non-Billable Activities
Review of Services
NonUse of Service Centers
Guideline Documents and Authority
New service centers:
Corporate Marketing:
Developer Services:
Existing Organizations Proposed As Service Centers
General procedure for moving people from service-like existing departments to the new structure
Corporate Functions
Proposed corporate functions include:
Interactions Between Organizations
The Executive Review Board
Weekly Meeting of Al's Staff
Tact as a Component of Management
General Management Team
Criteria for assessing a GM
Contractual Authority
Product Manager, Obligations and Authority
Criteria for assessing a PM
Responsibilities of VPs of Marketing and Technology
The Vice Presidents of Marketing and of Technology have the following responsibilities:
Review of Employees in a Matrix Organization
Questions and Answers
Items to watch for future modification
Acknowledgements
The New Autodesk: June 28, 1991 Change Pages
Service Centers
Service Center Guidelines
Service Centers Serving Other Organizations
Definition of Matrixed Employees
The Sales Service Center Budgeting Process
The Library
Japan Group
The Science Series
The Corporate Marketing Group
Training
Check Signing Versus Expenditure Authority
Incorporating Customer Feedback
Areas For Continuing Assessment
Choose Wisely
Whose hand on the tiller?
How much, and when?
Possible and impossible.
Added Value
Stating the Problem
Al Green Retires
Incentives, Deterrence, and Defence
The CD-ROM
AutoCAD Global Village
Your Suggestion Here
Searching for a New CEO
Assumptions
Requirements
Process
Conclusion
European Software Centre
The Dark Night of the Soul
Reporter at Work
Title
Introduction
Interview transcript
Anatomy of a smear
AutoCAD for Windows
MicroTimes
New Leadership for Autodesk
Farewell, Xanadu
Autodesk Press Release
AMIX Press Release
Message from Carol Bartz
Micro Engineering Solutions Acquisition
Len Rand on the MES Acquisition
Press Release
Q&A On MES Acquisition
Patent Nonsense
Programs Are Programs
World War Four
Background--Is Software a Business?
It's a Program, Stupid
Let's Crunch Some Numbers
Does This Sound Familiar? 1
Does This Sound Familiar? 2
Does This Sound Familiar? 3
Does This Sound Familiar? 4
Does This Sound Familiar? 5
Does This Sound Familiar? 6
Getting There
The Enabling Prerequisite
Summary and Conclusion
AutoCAD LT
Press Release
Key AutoCAD LT Features and Benefits
Pricing, Availability and Distribution
System Requirements
Company Information
Midcourse Corrections
AutoCAD LT Questions and Answers
Creation/Evolution
Ten Years After
Before Autodesk
Basic Development Strategy
Details--The 68000 Node Board
Details--Software Conversion Plans
Background--Why not the 9995/99000?
Background--Why not the Z8001?
Details--What about the Z8000 software?
Details--What does this do to other projects?
Details--Whither the 9900 and its customer base?
Details--Marketing strategy
Details--Who pays and who gets what?
Details--Things to be resolved
The View from Sweden
Sweden, Fall 1981
London, August 1982
Göteborg Sweden, November 1982
London, January 1983
Hannover Germany, Spring 1983
Visit to Autodesk, Inc., June 1983
Oslo Norway, June 1983
Göteborg Sweden, July 1983
Copenhagen Denmark, August 1983
Göteborg Sweden, December 1983
London, January 1984
Onsala Sweden, March 1984
Basel Switzerland, May 1984
Sausalito USA, June 1984
Onsala Sweden, August 1984
Onsala Sweden, September 1984
Sausalito USA, October 1984
Onsala Sweden, November 1984
Kungsbacka Sweden, December 1984
London, Spring 1985
Mölndal Sweden, April 1985
Mölndal Sweden, September 1985
Sausalito USA, June 1985
Mölndal Sweden, February 1986
Mölndal Sweden, March 1986
Chicago, June 1986
Mölndal Sweden, August 1986
Sausalito, May 1988
Autodesk Trivia Quiz
Financial Results
Autodesk Stock Price History
Product Release History
Autodesk Product Initial Shipment Dates
AutoCAD Version Release Dates
Kelvin's Holiday Hacks
AutoCAD Major Feature Release History
About this Edition
Contents
Index
Autodesk Founders. They didn't walk on water, but they could fly pretty well.
John Walker
Editor:
John Walker