Back to bold BlogNI President and CEO Eric Starkloff is an advocate for the profound impact engineering has on society and the role it plays in serving humanity.
National Instruments

National Instruments as The Scientist: A Legacy of Leadership

Bold Narratives
Bold Narratives
September 15, 2023
5 min read

Few companies have consistently exhibited the attributes of "The Scientist" as effectively as NI (National Instruments). Founded in 1976 by Dr. James Truchard, Dr. Jeff Kodosky, and Bill Nowlin, NI has cemented its position as a global leader in test and measurement, consistently demonstrating a commitment to scientific rigor, innovation, and adaptability.

The company initially operated out of a small office in my hometown of Austin, Texas, with a focus on developing software and hardware tools for test and measurement applications. One of the seminal moments in NI's early history was the introduction of LabVIEW, a graphical programming language for virtual instrumentation. LabVIEW allowed engineers and scientists to create custom measurement and automation systems using an intuitive graphical interface.

In the 1990s, National Instruments continued to expand its product offerings and established a strong presence in the global market. The company's LabVIEW software gained widespread adoption in industries ranging from aerospace and automotive to academia and research.

NI's commitment to open, modular solutions, such as PXI (PCI eXtensions for Instrumentation), contributed to its success. PXI provided a standardized platform for building test and measurement systems.

NI continues to diversify its product portfolio by offering a wide range of hardware and software solutions for applications beyond traditional test and measurement. This includes areas like industrial automation and the Internet of Things (IoT). NI embraced the concept of the "platform-based approach" to system design, which allowed customers to build tailored solutions by combining modular hardware and software components.

The company's solutions have found applications in a wide range of industries, including automotive, aerospace, telecommunications, and healthcare.

Dr. James Truchard, one of the founders, played a pivotal role in shaping NI's culture of innovation and scientific discovery. His leadership emphasized scientific principles like curiosity, critical thinking, and objectivity. Said Truchard, “Innovation is about taking risks, being curious, and not being afraid to fail. As leaders, we must foster an environment that encourages experimentation and learning from mistakes.”

National Instruments' journey to becoming a world leader in test and measurement was characterized by innovation, commitment to open and modular solutions, global expansion, diversification into new markets, and a steadfast dedication to empowering engineers and scientists with the tools they needed to solve complex problems. Over the years, NI's products and solutions have had a significant impact on numerous industries and continue to play a vital role in advancing technology and scientific research worldwide.

President and CEO Eric Starkloff is committed to continuing the company’s legacy with an understanding that the company can and will have an impact on the human condition. Said Starkloff, “Together, we’re taking a different approach to how we engineer the world, helping customers be more competitive as they take on the complex challenges shaping humanity.”

The Scientist as a Leadership Identity Archetype

Leadership identity refers to the distinct set of characteristics, values, and behaviors that define an organization's approach to organizational leadership. It is the collective identity of a company's leadership team that shapes the organization's culture, vision, and reputation. Your organization’s leadership identity can directly influence performance, including your ability to attract and retain employees, achieve strategic objectives, and build strong relationships with stakeholders.

Bold Narratives has developed The Leadership Identity Framework, a new blueprint that can help organizations establish a stronger presence in the market by aligning their leadership identity with their goals and culture. The framework identifies eight distinct leadership identities that govern an organization's potential influence and role in the world.

The Leadership Identity Framework is a new blueprint for organizations seeking to establish greater influence and trust with their customers, partners, or investors.

For more information about the Leadership Identity Archetypes visit

One of the eight leadership identity archetypes is The Scientist. Scientists possess a range of attributes and characteristics that enable them to conduct rigorous research, contribute to the advancement of knowledge, and solve complex problems.

Companies associated with the Scientist archetype exhibit the following leadership attributes:

  • Curiosity: The Scientist has a strong desire to understand the world around them and is driven by a natural curiosity to ask questions and seek answers. The Scientist fosters a culture where employees are encouraged to ask questions, challenge assumptions, and explore new ideas. Curiosity is not only welcomed but actively celebrated. Continuous learning is a core value.
  • Persistence: Discoveries and breakthroughs often come after multiple failures and setbacks. The Scientist must be persistent in their pursuit of knowledge and not easily discouraged by challenges. They prioritize long-term success over short-term gains. This perspective often means making investments or decisions that may not yield immediate results but are essential for the company's sustainable growth.
  • Objectivity: Scientists strive to remain objective and impartial in their research. They aim to minimize bias and preconceived notions that could influence their findings. Scientists rely on data and facts when making decisions. They encourage the use of data analysis and metrics to support choices related to strategy, operations, and problem-solving.
  • Analytical skills: Scientists excel in analyzing data and drawing meaningful conclusions from it. They are proficient in statistical methods and data interpretation. The Scientist conducts thorough market research and competitive analysis to inform product development, marketing strategies, and business expansion plans.
  • Adaptability: The Scientist is open to adapting its strategies and operations based on new discoveries and changing circumstances. It doesn't cling to the status quo but embraces change. It can adapt to new market opportunities with precision. The Scientist encourages an agile mindset throughout the organization. They support iterative processes and the ability to pivot when necessary.
  • Resilience: Resilience is a hallmark of the Scientist’s corporate culture. It bounces back from failures, adapts to changing circumstances, and views setbacks as opportunities to learn and improve. The company has “patient capital,” allowing it to weather financial challenges without compromising its vision. It understands that some investments may take time to yield returns.

From its inception, National Instruments has been driven by a deep-seated curiosity about the possibilities of technology. The company's founders, with backgrounds in physics and engineering, understood the importance of asking the right questions. They built the foundation of NI on the idea that scientists and engineers needed better tools to explore and understand the physical world. This curiosity-driven approach has fueled innovation at NI for decades.

At the heart of any scientific endeavor lies a commitment to rigorous methodology. NI has consistently adhered to this principle by developing measurement and automation solutions that adhere to the highest standards of accuracy and reliability. Their flagship product, LabVIEW, exemplifies this attribute by providing a flexible and robust environment for designing and deploying measurement and control systems.

The Scientist's journey is marked by a willingness to push boundaries and embrace innovation. NI has demonstrated this attribute by continuously evolving its product portfolio to meet the evolving needs of its customers. They have consistently introduced groundbreaking technologies such as PXI modular instrumentation, NI-RIO architecture, and more recently, the adoption of software-defined instruments.

National Instruments embodies the attributes of "The Scientist" by continuously seeking to understand, innovate, and adapt. Their historical leadership in test and measurement, coupled with their evolving strategies, positions them as a company at the forefront of scientific and technological advancement. As the world of technology continues to evolve, NI's commitment to scientific rigor and innovation ensures that it will remain a trusted partner for scientists, engineers, and innovators worldwide.

At Bold Narratives, we help companies, nonprofits, and government agencies identify and own a leadership identity best aligned with their vision and culture. Owning and investing in your leadership identity will help your organization: 1) efficiently communicate your position, 2) influence standards and trends, 3) accelerate growth, and 4) motivate your employees.

To learn more contact us at or schedule a meeting with our leadership team at LEARN MORE.