Whole Product Strategy

Technology Branding

Industry Alliances


COSMIC: The Challenge

The challenge for Simplex Solutions as a start up in 1997 was to establish product leadership among larger, more established companies. Five companies in the Electronic Design Automation (EDA) market were competing fiercely over a pivotal piece of the design flow - parasitic extraction software.   

The COSMIC Approach

Jan Willis identified unique expertise in Simplex's chief scientist and test chip patents for accurately measuring parasitics in silicon.   Under Jan's leadership, Simplex proceeded to validate the accuracy with the leading foundries at the time - TSMC, UMC, Chartered and IBM - and establish its extraction software as the most accurate. This attracted the attention of Cadence Design Systems which led to a successful OEM and acquisition a few months later.




“At Simplex Solutions where I was CEO, Jan’s execution on the X Initiative ecosystem strategy helped increase the valuation of the company and her brand strategy for COSMIC contributed to a successful OEM with Cadence Design Systems. Later at Cadence, Jan continued to develop and execute unique alliance strategies that helped Cadence establish a reputation for low power leadership. I recommend Jan to any company looking to enhance their valuation or build product differentiation as she will add value to any client she works with. ”

- Penny Herscher, CEO of FirstRain