New AMD CEO: We Need to Become Predators

Now that former Lenovo Group COO and president Rory Read is seated upon his newly-shined CEO throne at AMD, the just-appointed company leader wants to take a difference stance on the market: that of a predator. For those who were hoping that AMD would some day bring CPU leader Intel down a notch or two, this may be some long-awaited good news.

"I really like to compete and win," he said during an employee event. "I feel passion for what we are doing. We only get one pass at this. [...] You might as well do things you're fired up about, and you're passionate. If it is worth doing, it is worth doing it right. We can be the leaders. We do not need to look left or right. That is not what we are."

Prior to joining AMD, Read served as Lenovo's president and COO from February 2009 to August 2011. He was responsible for driving the company's overall growth, execution, profitability and performance across a $16 billion global enterprise spanning more than 160 countries, turning Lenovo into the world’s fastest growing major PC manufacturer. He reportedly chose a "protect and attack" strategy to grow the company's market share, and based on his recent employee address, he may use the same approach at AMD.

"We got to become the hunters, we have to look forward, we have to go attack the hill," he said. "When you set your objectives on something that you believe in, you look ahead. As the predator, you become the aggressor, and you deliver on those goals. I had a great job at Lenovo – it was awesome. I'm here because I want to be here, and I believe so much in this team and what we can do together."

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Kevin Parrish has over a decade of experience as a writer, editor, and product tester. His work focused on computer hardware, networking equipment, smartphones, tablets, gaming consoles, and other internet-connected devices. His work has appeared in Tom's Hardware, Tom's Guide, Maximum PC, Digital Trends, Android Authority, How-To Geek, Lifewire, and others.

80 Comments Comment from the forums

burnley14

I had a great job at Lenovo – it was awesome. I'm here because I want to be here, and I believe so much in this team and what we can do together.

Aaaand because you're giving me $1 million a year to be here, plus bonuses.
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pbrigido

I don't care whether or not they are "predators". I just want some faster and more efficient AMD CPUs with quicker time to market!
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DjEaZy

... so i home the bulldozer will be @ aggressive price point... like AMD did against nVidia with Radeon...
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amk-aka-Phantom

Less talk, more action. Can we finally have Bulldozer?
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alidan

i dont like this.

i dont want amd to be a predator. because that means that they will venture into waters not tested and fail, allot, before they succeed.

and who will they unload the cost onto?

what i want them to do is innovate and remain a viable option. i want them to be an open option, i don't want them to close systems off for amd only (think what nvidia does constantly)

please tell me that im not the only one here who sees potential for the amd i support to die.
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scrumworks

I guess Intel is the Alien then.
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Pyree

scrumworksI guess Intel is the Alien then.Then who is the cowboy?

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ctbaars

scrumworksI guess Intel is the Alien then.PyreeThen who is the cowboy?Loongson !! No?
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arson94

alidani dont like this. i dont want amd to be a predator. because that means that they will venture into waters not tested and fail, allot, before they succeed.and who will they unload the cost onto? what i want them to do is innovate and remain a viable option. i want them to be an open option, i don't want them to close systems off for amd only (think what nvidia does constantly)please tell me that im not the only one here who sees potential for the amd i support to die.

Are you kidding me? This is fantastic news. For AMD to provide this innovation you long for so much, it takes an R&D department with money and other resources to pump into it. To be able to acquire those resources requires gaining market share, taking profits that once belonged to your competitor for yourself. To get this market share from someone that's so far ahead of them at the moment, they'll need to get a little rough, cut-throat even.

Don't get me wrong though, it could always backfire on AMD as well. But so can just about any business strategy. I know there's plenty about successful business models/strategies that I don't even know enough about to not even have a clue. But f*** that, I'm excited to see if AMD will take the Predator approach. I want them too.

Game on b*tches
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monkeysweat

ssssssssshhhhhhhhhwwwwwwwwwwweeeeeeeeeeeeeeeeetttttttttttt!!!!!!!!!
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