Things You Didn’t Know About Stan Lee
7. HE CREATED THE SHARED UNIVERSE
Not only is he is credited as creating the Marvel Comics characters in the 1960s which introduced more complex characterizations for super-heroes. He also is credited for popularizing continuity, which gave the various series a sense of narrative flow and an interrelated common world for the characters.
In part this was due to not knowing how to end a particular story and deciding to let it roll into another issue. When this worked, and realizing that it was a hit with the readers, he concocted a shared universe where a character from one comic book could effortlessly pop up in another title and team up with the headline character. While this had happened before, the level of complexity hadn’t.