Dally published many of his discoveries in academic journals for public consumption and with no financial reward. Often, he coauthored papers with engineers at AMD and Intel. Dallyâs openness surprised a lot of people and sometimes led to pursed lips inside Nvidia, but Dally was playing the long game: he figured it was better to advertise what he was doing to other leading scientists so that they would come to work alongside him. âWeâll get the best academics to join the company because theyâll see our publications,â he would say. âThe quality will speak for itself.
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Coxe and Stevens agreed that it was Huang, specifically, rather than Nvidiaâs proposal that attracted their attention. âThe reason we backed these dudes is because they were world-class computer scientists,â Coxe said. âThe average CEO will try to listen to the customer, but in computing, thatâs a big mistake, because customers just donât know whatâs possible. They just donât know what can be done!â Coxe observed that Intel and Microsoft had later struggled under more conventional management: âJensen, from the beginning, was a world-class engineer who could see what was possible.
Of more than a hundred former and current Nvidia employees I spoke with for this book, almost all had a tender story about Huang to relate. One employeeâthe same one whom Huang had humiliated in front of dozens of people, asking for a full refund of his salaryâtold me that when he was later diagnosed with a serious medical issue, Huang offered to pay in full, out of pocket, for his treatment. When Ben Garlick decided to leave Nvidia for a start-up, he was startled to receive an impassioned, personal plea from Huang to stay.
Disruptive technologies, Christensen had observed, often grew out of hobbyist communities. They were developed using âbootlegged resourcesâ in which âoff-the-shelf componentsâ were redeployed for something other than their intended purpose. They started out wonky but rapidly improved along attributes of performance that established players ignored.
But even once you had absorbed this lesson, it wasnât easy to implement. Pursuing niche markets cost profits, making investors question your sanity. This, too, Christensen had foretold: âOne of the reasons managers at established firms find it difficult to serve emerging markets is that their investors and customers tell them not to.â
That was the real secret of The Innovatorâs Dilemma, which readers often missed. It was not a book about how to succeed; it was a book about how not to fail. Christensenâs book wasnât a how-to for start-ups but a counterinsurgency manual for senior managers at stagnating firms. Thirteen years in, Huang felt that Nvidia was at risk of becoming such a firm, and it was as much paranoia as optimism that led him to pursue the mad-science market.
This was a little surprising, for while working at Nvidia was stimulating, it was never exactly fun; the corporate culture that Huang fostered was closer to Microsoft than Google, closer to IBM than Apple. But years earlier, Chiu, the Taiwanese physicist, had told Huang that heâd allowed him to do his âlifeâs work.â The phrase had stuck with Huang, and now he wanted to offer that same opportunity to his staff. âWe want NVIDIA to be a place where people can build their careers over their lifetime,â the company wrote in its annual report. âOur employees tend to come and stay.â
The appeal lay in what Nvidia allowed you to achieve. It was not a secret that Huang pushed people hard. Thus, he attracted determined workaholics seeking to establish legacies as inventors. In the same way that a bestselling author didnât stop writing, even many wealthy Nvidia engineers kept showing up to work each day to attack difficult technical problems. Those engineers collectively held more than fifteen thousand patents, but there was always something left to build.
Two fringe strains of computer science, starved of investment, hatedâno, detestedâby industry and researchers alike had somehow unified to form a thriving, sprawling entity now careering toward sentience. âI just thought, there is no way that Nvidia is this lucky,â Aarts said. âThereâs no way that deep learning just fits this perfectly because Nvidia has never put any effort into it!â
Huang called it âluck, founded by vision.â
For Dally, it was Huangâs tireless work ethic that made Nvidia succeed. Even Dally, who left no spare second in his day, could not quite believe the superhuman efforts of his boss. âThe rest of us are just here to reduce the bandwidth demands on Jensen,â Dally said. âI mean, when does he sleep?â Diercks agreed: âHis hobbies are work, email, and work.â
Plenty of people worked long hours, though. Jens Horstmann attributed Huangâs success to his adaptability. âIâve often asked myself, how is it that we started in the same cubicle, you know, with a similar IQ, both working equally hard,â Horstmann said. âHow is it that this person not only built this amazing company, but also a network around him of people thatâthat would just die for him if needed?â Huang, Horstmann believed, had changed himself many times. He recalled Huang at LSI, pushing the simulation software to its outer limits. âNow, heâs still doing the same thing, but what heâs engineering is himself. He was not born as a great CEO; he was not destined to be one. He transformed himself into one, just by abstracting! Just by problem-solving the inputs and outputs of what a good CEO should be.