Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition

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Synaptics:

The Human Interface Revolution

DNA: Mechanic

Genotype: Features

The Challenge: Positioning for new relevance in the semiconductor industry.

In the spring of 2016 Synaptics Incorporated, a company founded in 1986 by two engineers deeply interested in the intersection of neural networks and technology applications, celebrated its thirtieth year in business. The founders applied the neural network concept to transistors on chips and built a touch-sensing interface solution that became the first touchpad, a technology that was widely adopted throughout the computer industry, so widely, in fact, that Synaptics became known as “the touchpad company.”

Needless to say, its thirtieth anniversary was a really big deal for the San Jose–based ...