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Applying the scientific method
to the art of innovation

Pre-order What's the Because? 

Ideas are killing innovation.
What’s the Because? shows you how to stop building on hunches and start using the scientific method.
A practical, uncomfortable and brutally clarifying manual for finding what people will actually pay for.

The Science of Innovation

Click on the video below for a 7 min talk outlining the principles in the book

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Hello, I'm Mark

I’m the author of What's the Because?

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I’m also an entrepeneur, investor and the CEO of System Two - a venture development firm I founded in 2006.

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I've had 8 exits and am best known for being the founder of Deep Green - a business we sold to Octopus in 2023.

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Find out more 

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