Lattice Automation: Ferraris Not Fords
When you think about cars, I am sure you have some image in your mind of a Ford. You can also imagine a Ferrari. In addition to the images, there are probably some basic responses you have when asked about their affordability, quality, diversity, history, performance, and public image. You certainly know both companies. You know they make cars. You know they are both important. You also know they are not the same.
Started in 1903 by Henry Ford in Detroit Michigan, the Ford Motor Company was one of the first automobile companies and is known for its innovation involving assembly lines to produce automobiles¹. The assembly line was crucial in mass-producing automobiles and making them affordable and available for the middle class. The most famous example is the “Model T”, selling over 15 million units after being first produced in 1908. Ford makes something broadly used, reasonably priced, and targeted for average performance.
Ferrari was founded in 1939 in Italy, but not recognized as a true automaker until 1947. Ferrari was explicitly created to make race cars and was not targeting cars for mass consumption². Over the years, Ferrari has created some of the most expensive and high-performance cars on the planet³. The 1963 250 GTO sold for over $70 million and the SF90 is able to accelerate from 0–60 mph in less than 2.5 seconds. As of the end of 2019, the total number of Ferraris built and sold in their entire history is only 219,062. Ferrari targets a narrow market segment, prices based on expertise, materials, and brand, and is engineered for the highest performance.
Both of these companies make cars. However, they have fundamentally different approaches to design, manufacturing, and promotion. Both are highly successful and important contributors to automobile history. It is clear, however, that no one confuses one for the other and customers rarely are deciding between the two. One is not strictly better than the other. For example, I would not buy a Ferrari to commute to work, tow a boat, or get the kids to a soccer game. On the other hand, I would not use a consumer-level Ford to demonstrate racing prowess or to use it as an example of high-end design techniques. The overall message is that Ferraris are intended for specific use cases and users, not intended for general consumption, and cultivate a very special relationship with their customer base.
It is in that way that Lattice Automation attempts to position itself in the world of bio-design automation software. In the design of biological systems, there are many tasks that need to be completed in the “specify, design, build, test cycle”. Some of these operations are highly applicable to large groups of people. These include viewing DNA sequences, designing primers, searching for sequences, laboratory information management systems (LIMS), recording experimental data, electronic notebooks, and storing protocols (just to name a few). Software is needed for these areas and is highly valuable. However, making universal software solutions that will apply to a generic customer base is not what Lattice does any more than Ferrari designs cars to be used by commuters.
Instead, Lattice works with specific customers to create high-performance, highly specialized software. Not only is the code customized, but the algorithms, license terms, and ownership are all tailored to the specific needs of the customer. Lattice does not expect software to be available “off-the-shelf” to fit these customer needs. Furthermore, Lattice does not expect customers to gain any competitive advantage by using available off-the-shelf software. Lattice is unique in that it revamps biological design by tackling niche biological problems using novel software solutions and capitalizes on opportunities, informed by modern research and technology, that others may not see. Lattice helps customers create their “Ferraris” to complement the “Fords” that their organization already has access to.
This doesn’t mean that Lattice will not create software that can be used by a larger customer base. Rather, it is not the focus. Ferrari has created design techniques that have been incorporated into the larger automobile industry. Lattice will do the same by providing open-source software “building blocks”⁴ that can be used as part of larger custom software engagements⁵. These tools can start future customized engagements, empower groups without access to closed commercial software, or allow us to partner with other software providers on larger projects. In the future, there may be Lattice technology in all major bio-design software offerings.
A customized customer engagement model also is a strategic decision whereby Lattice explicitly engages clients to cover the biotechnology industry in very targeted ways. We create symbiotic partnerships and enable businesses that will further the computational focus of bio-design to create future opportunities for the entire industry.
The 21st century promises to be driven by biotechnology. The design of biological systems using computer software will clearly be a major part of that revolution. Lattice has positioned itself to be the leader in high-performance, customized, highly innovative bio-design software. This comes from our close collaboration with some of the industry’s most impactful participants. We believe this engagement style will push bio-design automation forward while simultaneously leaving a generalized framework for tools to follow. We are excited about this process and hope you chose to reach out to us to collaborate on this journey together.
References:
- https://en.wikipedia.org/wiki/Ford_Motor_Company
- https://en.wikipedia.org/wiki/Ferrari
- https://digital.hbs.edu/platform-rctom/submission/ferrari-innovation-on-the-road-and-track/
- https://tools.latticeautomation.com/
- https://www.ginkgobioworks.com/2020/02/19/accelerating-dna-design-software-development-with-seqviz/
- https://www.knowledgeleaderscapital.com/2019/05/14/spotlight-ferrari-under-the-hood-at-the-worlds-most-innovative-car-company/
