If you want your people to be innovative you can’t just tell them to do it. Even if your business creates a dedicated team of innovation specialists, without the right culture in place, their best ideas will never get off the ground.

Big pharma companies may generate a lot of innovative new drugs and medical devices, but internally, they have a reputation for being slow to evolve their technology, workflows and corporate culture. This risk averse nature can get in the way of their ability to accelerate development, or identify new opportunities to increase revenues or cut costs.

Harvard Business Review recently profiled the Marvel movie franchise juggernaut, with an eye toward how the studio keeps people not just interested, but frenzied about their seemingly endless releases of superhero movies.