Martin Q Larsson leads Katapult creative incubator at Subtopia and is the founder of Cross Con, the international conference for cross innovation. A classical composer, cultural leader and certified business coach, he has spent much of his career working where art, business, policy and social change collide. His current obsession is what happens when cultural organisations stop looking only within their own sector. How can friction, unexpected alliances and European policy shifts open up new routes to funding, relevance and impact, connecting the bottom up with the top down?