Martin has been an avid reader of Marvel Comics titles since…forever. A few years ago, he took up the challenge of producing his own comic, one that would stay away from some of the traps that American comic books fall into, and incorporate his interest in other mass-produced entertainment (movies, TV series). And because he works at HEC Montréal (school of business), this project would also be a testing ground for some of his own theories about entrepreneurship.