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 both founding principals of E3-Ecubed.  The article illustrates Framestretching, the ability to extend perceptions from one domain into another by exploring the story of Robin Hood to illustrate increasing requirements that enable innovation in an organization and create sustainable cultures.