Pros

Great technology, great engineering teams with tremendous skills and industry understanding. The bottom rungs of this company have what it takes. The basic IP is still valid. The opportunity in the marketplace can be lost, and Avid is no longer a leader, but its still in the game.

Cons

Board flushed the CEO on down to just above the director level, and replaced with folks without any industry understanding or experience. Embraced the wrong internal messages from the remaining ladder climbers and have already paid a high price; then reversed direction again. The marketplace moves forward while products and resource direction flips and flops in MA.

Advice to Senior Management

Board should seek industry expertise to replace layers of business only, M&A, and operations focused management team. Skip looking at middle management within, and either seek direction from the "makers" level, or find it outside. Current death spiral can still be avoided, but not without Avid finding its central value proposition again.