The Evolution of NI

As we claw our way into the next decade, it seems increasingly clear that we are entering the era of the engineer. Science and technology and the innovations they enable have never been more relevant or, frankly, necessary. Not only are technology-based products and services becoming more important to us all, but their reach and influence have extended into virtually every enterprise that exists.

Today, every business is arguably a digital business.

In this context, it seems more than fitting that a company focused on enabling scientists and engineers for over four decades would reinvent and reengineer themselves. And so it is for the corporation previously known as National Instruments, or as they call themselves now, NI.

From a practical perspective, the old name simply didn’t fit anymore. The company has had an international footprint for a long time; in fact, NI’s revenue is split evenly across the North America, Europe and Asian markets. Also, the percentage of its business that involves test-based instruments is relatively small. More importantly, the company’s vision and capabilities have expanded well beyond its test and measurement roots.

NI is now building platforms, data analytics capabilities and other software-based tools that allow engineers to tackle some of the world’s hardest technical challenges. From enabling 5G networks, to building autonomous and assisted-driving systems, to designing flexible chip architectures, to helping build intelligent rockets and other sophisticated machines, NI is at the heart of almost all of today’s advanced technology trends.

As a third-party industry observer, it’s been fascinating to watch the company’s evolution, particularly over the last few years. Early on, the company disrupted the traditional test and measurement market with its famous LabView application and modular hardware approach. Next, it developed OS-like platforms that provide engineers with all the tools they need to design, build, test, validate and automate the increasingly complex systems at the heart of today’s network infrastructure, medical devices, machines, factories and more. Along the way, I’ve seen NI extend its message and reach from a loyal base of engineers and scientists up to product designers, business executives and other decision-makers who are working together to solve big technical challenges.

Despite the technical nature of the company and its products, they take a people-centric approach to how they speak to the outside world. In large part, this stems from the company’s culture. NI employees are famously positive, sincere and dedicated to their work, and their customers are absolutely passionate about NI’s products and services. This combination, and the trust it engenders, lets NI focus on the people behind the term ‘engineer’ and highlight the progress they’re able to achieve in a way that doesn’t feel contrived or forced.

The company’s new tag line, Engineer Ambitiously™, as well as its new logo and visual identity, summarize these efforts and highlight the empowering capabilities of its offerings. The speed at which today’s technological developments are occurring and the complexity of the solutions necessary to solve these problems can be difficult to comprehend, let alone manage. But armed with the right tools, the right attitude and a burning drive to overcome these challenges, it’s people, serving as engineers, who can build sophisticated and beautiful machines to tame the complex challenges we now face.

As we move into a future less certain than many had hoped for, one thing is clear: to tackle the growing challenges that the world faces, it’s people who must take up the task of bringing the scientific innovations and big picture technology advancements we all need to life.

Indeed, now more than ever, it is time to Engineer Ambitiously.

Bob O’Donnell is the president and chief analyst of TECHnalysis Research, LLC a market research firm that provides strategic consulting and market research services to the technology industry and professional financial community. You can follow him on Twitter @bobodtech.