Writing Sample: "Germans in America"

One of my earliest corporate writing efforts, and a reflection of the culture of AMD in a few ways. Of course the obvious "global culture" challenges are inherent to the story, but also this was a piece that was my idea to introduce some of the newly minted German employees to the American employee audience, and it was an idea that was welcomed by the management. Since many of these Germans were from the somewhat recently disintegrated East Germany, I was personally curious to know more about their experience of working and living in America, and thought other employees would be as well, and my editors agreed.

In addition, I was also eager to combat the counter-productive cross-site competitiveness and control issues that had plagued the Sunnyvale and Austin production efforts at that time. I felt that by shining a little light on the similarities and differences of the people, and subtly reminding everyone that we are all on the same team, the "not-invented-here" attitude might be assuaged. Over time it became clear that this attitude diminished, and the German fab wen to be the company's flagship plant, and I like to think my efforts and my writing played a part in that.

The story was published in print (newsletter) and online (Intranet) for all AMD employees.


Fab 30 employees enjoy training in America

First of two parts

"These are our star hours," said Andreas Kalz of Fab 30 Learning & Development, "our big chance."

For Andreas and his compatriots from Fab 30, the opportunity to be a part of the startup of a semiconductor fabrication plant is more than a once-in-a-lifetime opportunity. "Now we can make a Saxony-Silicon Valley," Andreas said.

Although Fab 30 is still under construction, a group of German technicians is already training to make the most of the plant's potential. Five wafer fab technicians (WFTs) and five manufacturing technicians (MTs) arrived at the Sunnyvale Submicron Development Center last summer to begin an extensive stateside training program. A second and third wave arrived in the fall, and are currently scheduled to remain in Sunnyvale until May, when they will return to Dresden to move tools into Fab 30.

Intensive training

The WFTs and MTs are going through an intense indoctrination into the mindset and methods of AMD. "They'll be going through equipment and culture training, basically learning the AMD ways of being a WFT and MT," said Eric Choh, Fab 30 Operations manager.

For Fab 30 technician Carsten Baude of Lieberwerda, Germany, his AMD experience is a chance to fully utilize the skills that his education provided. Carsten previously worked for a company that manufactured safety equipment for large supermarkets and felt that his skills, as an electronics engineer, were being underutilized. "You can't do what you're supposed to do," he said.

Working for AMD is his big chance to do what he wants to do, and also work for a company where there is potential for advancement that might not be as readily available in other, more established companies in Germany. He is now training in the SDC's chemical polishing area.

Joining Carsten on the SDC polish team is Dirk Rudolph, who said landing a job with an American semiconductor firm setting up shop in his hometown was "like a light at the end of the tunnel." Rudolph said he expects his life will change for the better since, having recently graduated with an engineering degree, he previously was concerned about getting work in his field. "I am a new engineer, and new engineers need to work, to stay current.

"Otherwise," he said with a shrug, "it's not good."

"It is the most exciting project going on in Europe right now," said Karsten Wieczorek, an integration engineer who has spent time in both Austin's and Sunnyvale's Logic Technology Development groups. "It is like pioneering. AMD has always had to fight and work very hard for success. Now to be a part of that in bringing up a fab in Germany is very exciting."

"No one is a stranger"

Coming to America has offered a few surprises to the Germans. "I was surprised by the many people from other countries (in Silicon Valley). It is like no one is a stranger, because everyone is from somewhere else," said Carsten.

"So far there have been no disappointments," said Karsten. "It seems that the only constant in America is change, so we may be disappointed or annoyed by the slower pace of others (when we return to Germany)."

Dirk said he appreciated the team culture of the SDC, and how the polish team rotated turns for leading meetings and taking minutes. When it comes to be his turn, he said, "OK, then the next meeting will be in German."

Andreas said AMD will bring many changes to his home. The corporate sponsorships of events, donations to schools, and community meetings to address concerns with the fab's construction and startup have gone a long way to help the local people accept their new neighbor, he said.

"In the west of Germany, people hesitate to allow new factories. There are ways with German laws for them to stop things from happening," said Karsten. But in the case of Fab 30, he said, everything has stayed "pretty much on schedule."

U.S. exciting, challenging for Fab 30 employees

Second of two parts

For the many German citizens hired to staff AMD's Fab 30 in Dresden, the prospect of coming to America to train in AMD's Submicron Development Center is an exciting one. But according to some of the Germans currently in training in the SDC, this excitement is coupled with the challenge, confusion and sometimes amusement that arises when one is immersed in a new and different culture.

Culture shock

"I see things that remind me of home and it makes me feel comfortable because they are not so different," said Dirk Rudolph, currently training in the SDC's CMP (chemical mechanical polish) group. "Like at home, there is a lot of focus on production, and here it is no different.

"But then, I leave work, go to the store, and there are so many people waiting to buy their food," he said with a shrug. "And everyone's relaxed; no one's in a hurry, it's great."

"I like how people relate to each other in a very comfortable way," said Andreas Kalz of Fab 30 Learning and Development.

Dirk agrees that communication styles are more relaxed, but says the American style sometimes slips into "beating around the bush," which differs from that of most people in Germany, which is quite direct.

"It is probably just different interpretations of what is polite," said engineer Karsten Wieczorek. "I think maybe (Americans) are less direct (for fear of being) rude."

Living in America

Being assigned to AMD's American sites for an extended period of time allows the Germans to enjoy some of the experiences that the country has to offer.

Over the Thanksgiving break, Andreas took his family on a "Great American Road Trip," to the Grand Canyon.

"I was amazed by the dimensions of it," Andreas said. "The Grand Canyon is longer than the former German Democratic Republic. And this was only one small place in America."

Karsten said he was amazed by how friendly Americans are, especially in Austin. "At first, they were so nice, I thought they were kidding me. But when I realized they weren't kidding, I made some new friends!"

"I miss mama's meals," said Dirk in his best and most impressive American accent. "And biergartens. I want to go somewhere to have a good German beer--not in a plastic cup, a real glass, please--and sit outside. But, I will enjoy my time in America now because in the future (when Fab 30 is on-line), if we visit America, there won't be so many weekends to spend."

Freedom

Coming to America was also not without some expectations, many based on perceptions prevalent in the world today.

"I thought America would be a place of unlimited freedom," said Andreas. "However, this is not the case. In some cases yes, but in others some bureaucracies are worse than in Germany."

On the one hand, Andreas cited, renting an apartment is fairly simple: Fill out a piece of paper or two, pick up your key and "then we are home."

On the other hand, Andreas was faced with a bureaucratic quagmire when trying to enroll his young daughter in the California public school system. "It was unbelievable, the things we had to do just to send my daughter to school. In Germany, you just go."

American driving

Driving, that most American of activities, was one topic that drew many comments from the visiting Germans.

"One thing I've noticed is that it is as if everything is constructed for cars and not for people," said Karsten. "Everything is to make the car comfortable."

"The traffic is incredible," said Andreas. "The many lanes on highways and on city streets are unbelievable. In eastern Germany all city streets are only two lanes."

"The drivers are very forgiving compared to in Germany," continued Karsten. He said many drivers would not be able to get away with many of the things they get away with in America, or there would definitely be an accident.

Global cultures

The Deutschlanders attended classes in an attempt to prepare themselves for these American experiences before they left Germany.

"We had some training about culture differences before we left," said Karsten. "But I think that maybe it doesn't matter so much that there are differences, but that we see what they are and just appreciate it because it's interesting."