Superhero Leadership with Peter Cuneo Episode 3 – “Building the Wheel”
Dec 15, 2025
Discover how Peter Cuneo transformed Marvel from a shaky post-bankruptcy company into a billion-dollar empire. He shares his innovative 'wheel' model, where Marvel's vast intellectual property became the central hub for diverse monetization channels. Explore how strategic deals in gaming and film enhanced this framework, creating synergistic strength across various platforms. Learn about Cuneo's timely change model using 'pebbles', 'rocks', and 'boulders' to navigate challenges and build Marvel Studios into a powerhouse.
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Model Before You Move
- Build a clear strategic model for where the company should go before executing major moves.
- Also define a coordinated change model to time and sequence those moves effectively.
IP As The Wheel Hub
- Marvel's IP sat at the hub while monetization channels were the spokes of a growth wheel.
- Expanding spokes (games, films, licensing) created rim synergies that multiplied value across the brand.
Quick Wins: Games Then Films
- Within three months Peter Cuneo closed a video-game deal with Activision to add a monetization spoke.
- A year later X-Men 1 became a huge hit, adding the motion-picture spoke and strengthening licensing.