Brave Together: Lead by Design, Spark Creativity, and Shape the Future with the Power of Co-Creation

CHAPTER 16

CO-CREATION SUPERCHARGES CULTURE

Whoever tells the best story shapes the culture.

—ERWIN McMANUS

Everything was on the line. If this failed, the game was up. The business was done, and all their future ambitions would never see the light of day. Marvel Studios would be dead. But if it succeeded, anything was possible. Hundreds of millions of dollars were riding on it. But more than that, billions in future movies and merchandising rights, as the collective universe could unfold. But none of that mattered as much as touching people’s hearts everywhere with a movie that meant something. The three sat in a room: director Jon Favreau, whose moviemaking chops were about to be tested to the extreme; Academy Award–winning actor Jeff Bridges; ...