Culture is King: How Culture Contributes to Innovation. This links to an article published by Journal of Product Innovation and Marketing in 2012,  co-authored by Jon Denham and Rachel Kaberon former partners and founding principals of E3-Ecubed.  The article exemplifies Framestretching, the ability to extend perceptions from one domain into another. The technique demonstrated by exploring the story of Robin Hood also illustrates increasing requirements that enable innovation in an organization and create sustainable cultures.