IAM940- Engineer Re-architects Wireless Connectivity Solutions

David Su brings to Atmosic over 30 years of engineering expertise with an extensive wireless background, as his past teams’ radio designs have brought billions of successful devices to market. He was on the early engineering team at Atheros, VP of Analog/RF Engineering, and VP of Engineering with Qualcomm following the 2011 acquisition of Atheros. David earned a Ph.D. in Electrical Engineering from Stanford University and has been a Consulting Professor of Electrical Engineering at Stanford. David is an IEEE Fellow.

• CEO Hack: Having a collection of mentors and advisers
• CEO Nugget: Surround yourself with people you trust and who add value to you
• CEO Defined: Asking the question- what is possible?

Website: https://www.atmosic.com/

https://www.atmosic.com/company/vision/

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Transcription

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[00:00:19.50] – Intro

Do you want to learn effective ways to build relationships, generate sales, and grow your business from successful entrepreneurs, startups, and CEOs without listening to a long, long, long interview? If so, you've come to the right place. Gresham Harkless values your time and is ready to share with you precisely the information you're in search of. This is the I AM CEO Podcast.

[00:00:48.89] – Gresham Harkless

Hello. Hello. Hello. This is Gresh from the I AM CEO podcast, and I have a very special guest on the show today. I have David Hsu of Admasic. David, it's awesome to have you on the show.

[00:00:57.10] – David Su

I'm very glad to be here.

[00:00:58.79] – Gresham Harkless

Definitely super excited to have you on as well. And before we jump in, I want to read a little bit more about David so you can hear about all the awesome things that he's doing. And David brings to Admasik over thirty years of engineering expertise with an extensive wireless background as his past team's radio designs have brought billions of successful devices to market.

He was on the early engineering tear engineering team at Atheros, the VP of analog and RF engineering, and VP engineering with Qualcomm following the twenty eleven acquisition of Atheros. David earned a PhD in electrical engineering from Stanford University and has been a consulting professor of electrical engineering at Stanford. David is also an IEEE Fellow. David, are you ready to speak to the I AM CEO community?

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[00:01:41.09] – David Su

I'm ready.

[00:01:42.40] – Gresham Harkless

Awesome. Well, let's do it then. So to kinda kick everything off, I wanted to rewind the clock a little bit here a little bit more on how you got started. Could you take us through what I call your CEO story? We'll let you get started with all the awesome work you're doing.

[00:01:52.79] – David Su

Sure. Yeah. I guess, by the time I I got around to the company here, I've been with the semiconductor industry about thirty plus years. And the last more than half of it was, with the company, as you mentioned earlier, at the Earth. And, the company was, primarily focused on Wi Fi in the early stages, being the leader in the area, branching out to other connectivity solutions.

And, during that time, we were thinking about a bunch of friends of mine get together, and we're thinking about what are the different, areas that where we can make a difference. So one thing that came out sort of, in a conversation is that one of the changes we see over the last ten years or so is that more and more of our devices are now battery operated because you no longer need to have a, Ethernet cable to be connected.

Mhmm. And people really don't want to connect a power cord when they don't need that anymore, And they are battery operated, and the net result is we are using more batteries than ever, and we are throwing away more batteries than ever in a small part due to people who create a wireless connectivity. So we are a little bit guilty by association. So then we said, okay. What can we do about it? There are some things we can do well. There are things we can't do well. We can design. And can we lower the power consumption thereby extending the battery life of a product? And can we make it a battery that will last forever? So that is a genesis of what we thought. Yes. Let's get together and do what we can. And, four plus years later, we are here, and we have our first product.

[00:03:30.59] – Gresham Harkless

Nice. Absolutely appreciate that. I think so many times that, I I always believe, like, some of the great stories in entrepreneurship and businesses is really asking, why does this do x, y, and z? Can this be done better? And a lot of times, those questions kinda provide the basis by which really phenomenal businesses, organizations, and ventures come from. So I appreciate you for, you know, telling us the full story and reminding us as well that a lot of times because we don't see it, doesn't necessarily mean it can't be created and it can happen.

[00:03:59.30] – David Su

Yes. Correct. Yes. Yes. It's it's it's all very exciting.

[00:04:02.69] – Gresham Harkless

Mhmm. Exactly. Exactly. So could you drill down a little bit deeper and tell us a little bit more about your your business, all the awesome things you all are working on, and how you serve the clients you work with?

[00:04:11.09] – David Su

Sure. But what we're trying to do in general is create solutions of two types. One type we consider forever battery life. The other type is battery free. And this is for wireless connectivity, and our first solution is based on Bluetooth technology, which is fairly widespread in the world today. So forever battery life, I would put it in the category if you go to Home Depot or local store, if you're looking for a smoke detector, you can now find this version that lasts ten years completely sealed.

So think of that category of product, but now make it connected, keyboards, miles, and so forth. Something that have a battery life that will last the duration of the product. So this first category of solutions that we are aiming to deliver now in the marketplace. The second category is battery free. The closest example today you see is that of, solar calculators.

Over the last ten years or so, if you haven't paid attention, I was shopping for a calculator for my daughter, I think this is five, six years ago now, and I was saying, wait, what happened to all the battery operated calculators? They're gone. They are all solar, they are all battery free. That has happened. Now we can now add in connectivity to that solution as well. Just imagine solutions that are running a solar calculator or remotes. I think Samsung recently introduced a PV remote, beacon devices, keyboard again. You can imagine the category of product that you can deliver that can harvest energy from light, from motion, from RF, and so forth. So those are the two categories of product we're delivering now, and our solution will go be the core engine beneath that application.

[00:05:54.39] – Gresham Harkless

Yeah. That's huge. And I think so many times, I'm glad you, you know, you gave those examples because I think so many times we can describe exactly what it is, but a lot of times we don't realize that the innovations or things that we're talking about are already seen in so many different ways in our lives. And when we start to look at that, we can ask, like, why can't that be done here? Why can't that be done there?

And then Exactly. True entrepreneurial reforms are creating it. Right, Exactly the way I look at it is everything we do is sitting on top of, we are staying on the shoulder of giants. You are standing on the shoulders of giants. I was about to say that. You're right. And so, what would you consider to be what I call your secret sauce? The thing you feel kinda sets you apart and makes you unique, it could be for yourself personally or a business, or a combination of your of them both.

[00:06:41.69] – David Su

Okay. Yeah. From a from a, I guess, from a company point of view, I think we have a unique technology and unique product value proposition. To me, that secret sauce is a team that we have. We've been very, very fortunate over the years now to have people we work with and people we haven't come and join these crazy people trying to do this battery-free thing. So, that has been very rewarding, and I think that is the reason why we are successful, because we have a team of people who are very experienced and, in addition, very passionate in delivering the overall solution.

[00:07:20.30] – Gresham Harkless

Yeah. Love that. Crazy people doing this battery-free thing. I love that because it it accomplished to me, it speaks to, like, a culture, a mission even at that where a lot of times, I imagine your team gets behind that and everything that they do, you know, basically helps to move the the needle forward towards the it being that. And when you have that strong mission, that's when you start to make, you know, really big dates int he universe.

[00:07:42.89] – David Su

It helps when everybody is rolling in some direction is the word. Yeah.

[00:07:47.30] – Gresham Harkless

Yeah. Absolutely. So I wanted to, switch gears a little bit, and I wanted to ask you for what I call a CEO hack. So this could be like an Apple book or a habit that you have, but what's something that makes you more effective and efficient?

[00:07:59.69] – David Su

Okay. I think the one thing that I always have benefited from and, that I enjoyed is having a what I call a collection of mentors and advisers. Mhmm. And by that, I it it could be someone that is very distinguished, which we are very fortunate to have as well, as well as people that you work with on a daily basis. I'm a believer that you can always learn from people around you and just pay attention and people will be dropping very wise advice to you daily. And and, so to to me, that, I think, is probably one of the most meaningful ways that I felt like I can learn and grow. The basics of books and so forth, I agree as well. But

[00:08:45.89] – Gresham Harkless

Yeah. Yeah. Well, I appreciate you adding that in because I I think so many times we we forget that there's different ways to have advisors, and it could be, you know, listening to podcast. It could be reading a book, in addition to having those people, like, I guess, kinda on the phone on the on that speed dial, so to speak, so that we can, you know, reach out to them and and be able to kinda listen from them. But I think, it's I always say, like, in business sometimes, you have to have a balance beam of having that ego to believe you can create something, but at the same time, being able to take a step back from that ego and to be able to learn from others and understand and and be able to stand on the shoulders of giants as we said before to be able to be successful in in our organizations.

[00:09:23.10] – David Su

Yeah. And, as I was pointing out earlier, it's interesting what you can learn from someone on the team or in a casual conversation. it's pretty amazing in the sense that if you just listen carefully, there is so much wisdom out there.

[00:09:37.50] – Gresham Harkless

Yeah. Absolutely. It's definitely, you know, so many gifts, and I think we we often don't see too, like, we all have different gifts. We all have a zone of genius. And sometimes when you sit down and have those casual conversations, you can see somebody's perspective in an entirely different way, and it can unlock so many different ways, you know, in our business, in our lives, and so in so many different aspects of our our our our being.

[00:09:58.60] – David Su

Agreed.

[00:09:59.79] – Gresham Harkless

Awesome. Awesome. Awesome. So, now, I wanted to ask you for what I call a CEO nugget. So this could be a word of wisdom or a piece of advice. It might be something if you were to hop into a time machine, you might tell your younger business self.

[00:10:11.39] – David Su

Okay. Okay. Something that I benefited from, so maybe I'll start from there Mhmm. Is that surround yourself with good people? Mhmm. And, to me, that's priceless. People that you can learn from, people that can advise you, they can tell you what they think for real instead of, messaging it in a way that you don't you may or may not receive it. So surround people you trust, they trust you.

[00:10:37.10] – Gresham Harkless

Yeah.

[00:10:37.50] – David Su

Because to me, I think has been a process.

[00:10:40.70] – Gresham Harkless

Yeah. Absolutely. It's such a huge thing and and, you know, being able to, have that environment. And as we kinda talked about it in the many different ways, you can have those mentors and those people in place. And I think that, if we can start to kinda tap into that and create that environment, you become who you spend time with, And once we start to understand that I agree.

[00:11:01.39] – David Su

I agree that you become more alike.

[00:11:04.60] – Gresham Harkless

Exactly. Exactly. So that's why it's so important to make sure you have that environment in place to be successful. If we don't do that, then, we will be not reaching our potential of what we're able to accomplish.

[00:11:16.29] – David Su

Absolutely. Yeah.

[00:11:18.20] – Gresham Harkless

Awesome. Awesome. Awesome. So now, I wanted to ask you my absolute favorite question, which is the definition of what it means to be a CEO. And we're hoping to have different, quote, unquote, CEOs on their shelves. So, David, what does being a CEO mean to you?

[00:11:30.20] – David Su

That's a very interesting question on what it means. I guess, ultimately, there's a lot of daily responsibility and so forth. Ultimately, I think the most important thing is to be able to ask the question, what is possible? Meaning that can we do this better? Will something else go wrong? Or looking ahead would is there something else we should be paying attention to? Because, ideally, you have a team now running full steam, executing on multiple dimensions, so that is taken care of by and large. Right? But everybody's got a heads down executing, And as a job of CEO, you should at least help encourage what is possible beyond what the immediate what's right in front of our our face.

[00:12:18.20] – Gresham Harkless

I love that. And I think that as we kinda even talked about, you know, in the very beginning with your story and those questions that you asked, to be able to ask that question what is possible and be able to kinda understand that and see that. And I think not to be sometimes blocked by, what we see in front of us, but start to kinda push the envelope, go against, you know, the grain, so to speak, and create that for ourselves, but also our teams are so huge and important for, CEOs or everywhere every everyone within the organization.

[00:12:51.00] – David Su

Everyone within the organization. I think it's important to always visualize what is possible. We may or may not do it immediately. Mhmm. And, over time, why it's possible can be a reality.

[00:13:02.89] – Gresham Harkless

Yeah. Absolutely. And do you feel like that's been a big part? And it sounds like but correct me if I'm wrong from the the culture that you've created as well to having that what is possible that you've led the team with. It sounds like it comes into everybody that's on the team and creates that culture and that mission of what you all are creating.

[00:13:21.39] – David Su

I'll make you one more thing. I keep a list of what might be possible. Yeah. And we adjust them over time. So be because because my memory is not as good as it used to be, the key is, to keep track of it. And, and and, yes, some of them are just crazy. It moved down the list, and, yes, I think it's important.

[00:13:38.10] – Gresham Harkless

Yeah. That's huge. And, my memory has always been terrible. So, that such is life, but that's why we have and write things down. Right? So that helps me help out with that. Well, David, I truly appreciate that, and I appreciate that reminder. And what I want to do is pass you the mic, so to speak, just to see if there's anything additional you want to let our readers and listeners know and, of course, how best they can get a hold of you and find about all the awesome things you're working on.

[00:14:00.39] – David Su

Sure. The easiest way is you go to our website, there's a fair amount of information about the company, and there are always links to to reach me and others in the company as well. And, I guess the only comment I always like to evangelize is that we are all consumers, and ultimately, we have a lot of impact on what goes on in the world. And the one request I have for people is that when you buy something, remember, the cost of ownership doesn't end at a cash register.

So I'll give you an example of LED light bulbs over the last fifteen, or twenty years. I think that's been a good transition for us. It saves energy for the whole world. And along the lines, what we've been working on more recently is that when you buy a battery operated devices, do check out how long the battery life is. And it does make a difference to your pocketbook and, ultimately, for the environment for all of us as well.

[00:14:57.20] – Gresham Harkless

Yes. Absolutely. And I appreciate you for bringing that to life. For people that wanna get, a hold of you, and find out more, what's the best way for them to do that? Is that to go to your website?

[00:15:05.20] – David Su

Our website is www.anoxic.com

[00:15:08.79] – Gresham Harkless

Okay. Perfect. We will have the links in the show notes as well too, but I love, that, you know, reminder that you kinda left us with because I think so many times as consumers, we forget that we have a say with our dollars and the impact that we're having, within our homes and our lives, but also in the world as a whole. And I think when we start to be a little bit more, I guess, aware and start to take those actions towards making the world a better place, then we start to make those decisions that are aligned with that, and we can do that. So I appreciate that reminder tremendously.

[00:15:38.00] – David Su

And all of us can make a difference.

[00:15:40.00] – Gresham Harkless

Mhmm. And all of us have ownership to do that. So definitely appreciate that, David, and I hope you have a phenomenal rest day.

[00:15:46.39] – Outro

Thank you for listening to the I AM CEO Podcast powered by Blue 16 Media. Tune in next time and visit us at iamceo.co I AM CEO is not just a phrase, it's a community. Be sure to follow us on social media and subscribe to our podcast on iTunes Google Play and everywhere you listen to podcasts, SUBSCRIBE, and leave us a five-star rating grab CEO gear at www.ceogear.co. This has been the I AM CEO Podcast with Gresham Harkless. Thank you for listening.

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