Keep pulling the thread on Peter Cuneo.
Marvel Studios' first film was produced independently after forming its own studio, without partnering with a major studio.
Marvel Studios cast Robert Downey Jr. as Tony Stark three months after the actor's mugshot was widely publicized.
At the time Marvel Studios hired Robert Downey Jr., he was considered "toxic" and no other studio would hire him.
To attract new fans, Marvel Comics launched a product strategy of retelling character origin stories from the beginning, while continuing its existing long-running comic book series.
Marvel's leadership and board intentionally cultivated a corporate culture where all new ideas were discussed seriously to encourage innovation and change.
Marvel's cultural shift towards innovation improved its external reputation, allowing it to re-hire former employees and attract new talent that was previously unattainable.