Insights are only Half the Battle: The Importance of Compelling Communications

1. Insights are only Half the Battle:The Importance of Compelling Communications Nathan Nuttall Director, AMD Business Strategy August 21, 2008

2. Agenda “We Want to See the Data” “We Need New Code Names” “You Spent How Much Money? For What?” “We Want to See Heat Maps” Additional Steps to Ensure (Your) Success CMAG 41 War Story

3. Agenda “We Want to See the Data” “We Need New Code Names” “You Spent How Much Money? For What?” “We Want to See Heat Maps” Additional Steps to Ensure (Your) Success CMAG 41 War Story

4. Before: CPU Units by Performance Band CMAG 41 War Story

5. Before: CPU GM$ by Performance Band CMAG 41 War Story

6. After: GM $ CMAG 41 War Story

7. After: GM Value & Unit Map (2010) Notebook CPU Category Server/WS CPU Category Desktop CPU Category Units GM$ Units GM$ Units GM$ P2 P2 P1 P1 P2 P2 M3 M3 P1 P1 4P 4P M3 M3 M2 M2 M2 M2 2P 2P M1 M1 M1 M1 1P 1P M0 M0 Revenue ($) M0 M0 V3 V3 V3 V3 V2 V2 V2 V2 V1 V1 V1 V1 UV UV UV UV GM - % GM - % Units Units Units GM - % CMAG 41 War Story

8. Agenda “We Want to See the Data” “We Need New Code Names” “You Spent How Much Money? For What?” “We Want to See Heat Maps” Additional Steps to Ensure (Your) Success CMAG 41 War Story

9. Before:Product/Platform Codename Matrix CMAG 41 War Story

10. Just as an aside… “Hey, Steve – can you talk with Joe and find out if he is OK with being carnivorous fishes? Notebook called and they want to be birds of prey…” “I don’t like plants – they aren’t aggressive enough.” “I thought bears were vegetarians?” CMAG 41 War Story

11. After:Product/Platform Codenames “Decoder Ring” Marketing Brand Name Platform Name Monster family Greyhound CPU core Greyhound family Greyhound CPU core Formula 1 Cities Family Bigger Deerhound XXX XXXXX Barcelona XXX XXXXX AMD Opteron™ Socket xxx Deerhound AAA BBBBB Budapest AAA BBBBB Socket xxx Smaller Engineering Ridgeback XXX XXXXX Shanghai XXX XXXXX Socket xxx Ridgeback AAA BBBBB Suzuka AAA BBBBB Socket xxx Monster-B XXX XXXXX Istanbul XXX XXXXX Socket xxx CMAG 41 War Story

12. Agenda “We Want to See the Data” “We Need New Code Names” “You Spent How Much Money? For What?” “We Want to See Heat Maps” Additional Steps to Ensure (Your) Success CMAG 41 War Story

13. Before:Content Management System Changeover – analysis and recommendations PROPOSED CURRENT And the point is??? CMAG 41 War Story

14. AFTER:Content Management System Changeover – Current state analysis and recommendations Resources Content created by business owner Translated into HTML by content team Put into design Mockup checked by business owner Revision sent back to content team Days: 5 Cost: $XK Days: 5 Cost: $XK Days: 5 Cost: $XK Days: 5 Cost: $XK Days: 5 Cost: $XK Edits made in HTML by content team Page redesigned Redesign checked by business owner Final approval sent Page published Days: 5 Cost: $XK Days: 5 Cost: $XK Days: 5 Cost: $XK Days: 5 Cost: $XK Days: 5 Cost: $XK CMAG 41 War Story

15. AFTER:Content Management System Changeover – Future State Analysis and Recommendations Resources GIM Business Owner GIM Asset and template toolkit Creates content Puts into Design Edits and re-designs eVID check and publish Days: 5 Cost: $XK Days: 3 Cost: $XK Days: 20 Cost: $XK • Requires 60% fewer people • Cost savings of 70% • Cuts execution time in half CMAG 41 War Story

16. Agenda “We Want to See the Data” “We Need New Code Names” “You Spent How Much Money? For What?” “We Want to See Heat Maps” Additional Steps to Ensure (Your) Success CMAG 41 War Story

17. Before: 2008 Worldwide CSG Market Opportunity Highest GM $ Medium GM $ Low GM$ Insignificant GM $ CMAG 41 War Story

18. Highest GM $ Medium GM $ Low GM$ Before: 2010 Worldwide CSG Market Opportunity Insignificant GM $ CMAG 41 War Story

19. After: 2008 Worldwide CSG Market Opportunity 2008 Revenue Commercial NB $X.XB XX.X Mu Consumer DT $X.XB XX.X Mu Component DT $X.XB XX.X Mu Commercial Server $X.XB XX.X Mu Consumer NB $X.XB XX.X Mu Desktop Notebook Component Server $X.XB X.X Mu Commercial DT $X.XB XX.X Mu Server Component NB $X.XB X.X Mu 2008 Units CMAG 41 War Story

20. After: 2011 Worldwide CSG Market Opportunity 2011 Revenue Commercial NB $X.XB XX.X Mu Consumer NB $X.XB XX.X Mu Consumer DT $X.XB XX.X Mu Component DT $X.XB XX.X Mu Commercial Server $X.XB XX.X Mu Desktop Notebook Component Server $X.XB X.X Mu Commercial DT $X.XB XX.X Mu Server Component NB $X.XB X.X Mu 2011 Units 5 CMAG 41 War Story

21. Agenda “We Want to See the Data” “We Need New Code Names” “You Spent How Much Money? For What?” “We Want to See Heat Maps” Additional Steps to Ensure (Your) Success CMAG 41 War Story

22. You and Your Audience Must Reach the Same Conclusion • Data does NOT speak for itself – you have to help • Know your audience – spend time to tailor each presentation • Beauty is in the eye of the beholder, not the creator • Put yourself in the shoes of your audience • Eliminate “chartjunk” • Content is king but looks matter • Show comparisons and provide context for the data • Tell a story • Make your point CMAG 41 War Story

23. But Looks Matter Content is King CMAG 41 War Story

24. Eliminating “Chartjunk” CMAG 41 War Story

25. Show Comparisons 2006 Fatal shark attacks: 4 2006 Fatal dog attacks: 26 2006 Murders: 17,034 2006 Fatal car crashes: 38,588 CMAG 41 War Story

26. A word about Edward Tufte CMAG 41 War Story

27. Don’t Just because you can, doesn’t mean you should Use meaningless graphics or excessive animation • Use the dreaded “slow reveal” • Use meaningless hierarchies • TLAs • Stupid boxes • Use text that is too small • Or Too big • DON’T CAPITALIZE EVERYTHING • Don’t Capitalize Every Word (Unless It Is A Title) • Don’t bold everything, or italicize everything • Don’t underline anything that’s not a hyperlink • Don’t use weird fonts • Over-decorate Excel tables CMAG 41 War Story

28. Questions? Comments? Feedback? CMAG 41 War Story

29. CMAG 41 War Story