What's the Because?
How many entrepeneurs actually make money? Very Few
The odds of success in innovation are vanishingly small - but this is a preventable condition.
Find out how to innovate in a step by step process which means you can't fail.
Out Sept. 2026
Published by Lowell and Pearce
Making science instinctive
Battle-hardened from use and validated by success - What's the Because? is a manual for repeatable, successful innovation.
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Discover why the lazy part of our brain loves ideas and why that derails entrepreneurship
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Meet Mrs Badcock - my first science teacher - and see how the scientific method takes the guessing out of business building
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Deep dive into an hour by hour guide to our “Rinsing” process which installs a scientific approach in you and your team
Pre-order the ebook
Coming Soon...
Once its out, this site will feature a secure area where you'll be able to access all the material used in the "Rinsing" section - look out for:
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My digital twin - to help you shape your hypotheses
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The full System Two "Readiness index"
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Templates of all backlogs
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More worked examples of different hypothesis from recent projects
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Live Q&A's and chat rooms to connect with other recovering addicts
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Early bird access to new thinking, videos and content