Clayton. M. Christensen described in his seminal text, ‘The Innovators Dilemma’ how incumbents often recognised new technologies and products were both available and better than their current offering but resisted them for too long in order to protect their legacy investments and cashflows only to be wiped out by competitors who were not similarly encumbered.

The Coventry Arsenal has no legacy investments to protect and so we’re free to adopt new methods and technologies that benefit our customers using our 5-part algorithm

1. Make Requirements Less Dumb: Question every constraint or requirement, especially if it came from a "smart person" or department. Requirements should be traced to a specific person, not a department.

2. Delete Part or Process Steps: Remove unnecessary components or processes. If you are not adding them back in at least 10% of the time, you are not deleting enough.

3. Simplify and Optimise: Streamline the remaining steps. This should only occur after steps 1 and 2, to avoid optimising a process that should not exist.

4. Accelerate Cycle Time: Speed up the remaining, necessary, and optimised processes.

5. Automate: Automate the final, refined process. Musk often notes that he has mistakenly automated, accelerated, and simplified tasks that should have been deleted.

Our objective is to achieve a structurally competitive cost position by challenging existing design and manufacturing paradigms combined with a disciplined capital-efficient manufacturing operation rather than through scale alone.