Keep pulling the thread on Peter Cuneo.
A core tenet of Marvel's turnaround strategy was to intentionally take risks and change the established rules of the film and comic book industries, rather than competing in the same way as others.
Marvel had been in bankruptcy for approximately two years before a new CEO was brought in to lead a turnaround.
The former CEO of Marvel attributes the company's success not just to its high-quality films and comic books, but primarily to its unique corporate culture and value system which was different from any competitor.