Rob Munro is an experienced innovation and technology management research-practitioner on a mission to improve the returns on financial and human investment from innovation activities in organizations. Rob is an industrial associate with IfM Engage the knowledge transfer unit of The Institute for Manufacturing at Cambridge University working on materials and sustainability projects. His twenty-five years of industrial experience with advanced manufacturing multinationals brought a deep understanding of the benefits and pitfalls of companies attempting innovation. He helps clients with providing strategic innovation and technology management advisory to technology-intensive companies and universities to improve strategic technology planning, systems and processes. Clients include Tata Steel, Babcock, GSK, BP, Thales, Costain.