The fundamental premise seems wrong to me. Entrepreneurship is not a science. It is closer to a craft or an art, but even then, the inclusion of market dynamics and competition means that there is never a static “winner” in the same way that a craft like carpentry can have multiple masters.

Marketing is especially the key element here, and there is and never will be a permanent science of effective marketing. Culture is always changing and what gets attention today is blasé tomorrow.