Elaine Siu is an adviser at the Material Innovation Initiative (MII) and author of the book Your Next 40,000 Hours. She previously served as Chief Innovation Officer at MII and Managing Director of Good Food Institute APAC. Siu advises startups, corporations and investors on strategies and industry insights, particularly on harnessing technology and market forces to shift the world away from industrial animal agriculture. Siu earned her Bachelor’s degree in Law from King’s College London and Masters degree in Entrepreneurship from UW Foster School of Business in Seattle, Washington. She is a contributor to the Observatory.