Speed is the shiny object, the undisputed premium, and in many ways, the ultimate carrot with customers when designing advanced SoCs. There are a few moments when the conversation temporarily shifts to area, or some special feature, but we always come back to speed, or more specifically, frequency. This is without a doubt the first and most important requirement ‘gate’ to pass through. If your product can’t meet the speed target, real or perceived, than it is difficult to advance the discussion to the next stage. And as we all know, the customer is always right even if they aren’t. But no one disputes the need for speed or its place on the throne.