An article about strategic academic programming at TNO-ESI has appeared in Bits & Chips. The MasCot program, a collaboration co-funded by ESI and the Dutch research council NWO, is designed to tackle the increasing complexity of high-tech equipment. The program addresses the pressing need for advanced engineering methodologies through four projects covering essential topics, such as design space exploration during early system design, scheduling, verification, and restructuring of evolving software. In the article, I explain how the 3-million-euro program facilitates the transition of academic research into practical industrial applications, creating an innovation funnel that spans from academic research through applied research to industrial embedding. The program’s strategic approach not only mitigates the risks associated with high-reward, complex projects but also fosters a symbiotic relationship between academia, industry, and TNO, allowing for a continuous exchange of knowledge, challenges, and innovations.