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the pentathlon framework was an idea of my colleague Keith coffin from Cranfield School of Management and it came really from our experience of doing consultancy with companies who would come to us and say we're really just not as innovative as we need to be and we would say well that you what's gone wrong and they would say well that's the trouble we don't know what's gone wrong it's all too complicated and the idea of the pentathlon is to try and break the issue of innovation of which R&D is a very very straight that are important and core example into a number of parts which is possible to get hold of and an examine and improve and the pentathlon analogy comes of course from the the Olympic discipline and the idea is to emphasize that it's no use being brilliant of one or two of these things if you want to be continuingly innovative you've got to be reasonably good at all of them so the way it fits together is first of all there has to be a source of ideas then there has to be a means of selecting them and then there has to be a means of implementing them this is a classic innovation funnel we'll write and talk and so on so you've got the five elements of this pentathlon the well-known funnel down the middle that we treated a lot but it's very important to have these outer bits the strategy that guides the thing make sure that all this effort is actually setting off in the right direction and also having pointed that direction that guides how you do the work in the file how you generate the ideas and so on but also vital of course to have the right organization the right atmosphere the right culture the right people to allow you to be playful and experimental and so on and at the same time end up with something which could be sold and made repetitively in the real world you need to have all of these in place because there's no point in having innovation if it's in the wrong direction and nothing is going to work unless you have the people we found that the pentathlon a good framework for helping companies to examine their various activities and see what they need to change in order to become continuingly innovative one of the nice things is that splitting it up into five bits you can actually do an audit of your company your department whatever it is to see in the first instance where are we weakest right let's fix that and then we move on to make improvements elsewhere [Music] you