Can entrepreneurship create natural capital? Using the events of Andy Weir’s bestselling novel, The Martian, as inspiration and illustration, this article proposes a model of capital creation under conditions of strong sustainability and extreme scarcity that introduces an internality approach to entrepreneurship. The proposed model seeks to illuminate the source of pure profit, reveal how and under what conditions profit pursuit can create ecological sustainability, and surface possible tensions in endogenous growth theory, innovative entrepreneurship theory, and the theory of the entrepreneur.