Shine With Grace

The performances of Cirque de Soleil are always fascinating - imaginative, colourful, magical.

I was astonished when discovered that the circus was quoted as an “Blue Ocean” example in the very first chapter of the Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant.  Aha!  I thought.  This lesson is not only relevant to the business world, but also ties in well with our self development/improvement.

The Blue Ocean Strategy

The tagline of the Blue Ocean Strategy is “Don’t compete with rivals - make them irrelevant.”  In short, instead of engaging in head-to-head competition in the shrinking “Red Ocean” profit pool, the book recommended companies to create their “blue oceans” of uncontested market space ripe for growth.   

Cirque de Soleil - Circus Reinvented

Circus is a declining industry with limited potential for growth.  The emergency of numerous alternative forms of entertainments and the society’s enhanced awareness in protection of animal rights resulted in decreased demand and upsurging cost of the circus industry.

Cirque de Soleil, which was created in 1984 by a group of street performers, has nevertheless been able to achieve a level of revenue from its 20-year strong history that the global champions would have to take a hundred years to attain.  Why?  According to the Blue Ocean Strategy, the reinvented circus implemented the following strategies:

• Add new elements- In traditional circus, it’s always action, action, action and the shows are comprised of a series of unrelated performances.  Cirque de Soleil nevertheless creates a theme and a story line which somewhat resembles a theater performance.  Furthermore, it also features multiple productions which include original score and assorted music, as well as the use of lighting and other multi-media means.  The changes enhance the intellectual element to the show and enhance its sophistication without limiting the potential for acts. 
• Offer the best- Cirque de Soleil offers the best of the new form of performance entertainment, which combines circus and theatre.  The professional production and the multiple production concept gain them repeated customers.
• Eliminate or reduce everything else- Animal performance is losing it’s appeal but its maintenance cost is extremely high.  Cirque de Soleil made a smart move in elimination it altogether.
• Change the target- By raising the price point (to the theatre price level), Cirque de Soleil creates a different set of audience expectations.  Instead of targeting the children / family market like what the traditional circus did (and still do), they aim at attracting the more sophisticated adult / corporate clients who are more likely to appreciate the new form of entertainment.

The Lessons For Us

We can actually draw reference to the success story of Cirque de Soleil for our self development / improvement, starting by asking ourselves the following questions:

• Am I engaged in any high-maintenance-low-return habit/relationship/hobby/task that deserve a review?  Less is more.  If there is any, you may consider reduce / eliminate it/them.  By redirecting the once wasted energy to your core activities, you effectiveness / productivity can surge to the sky!
• Can I add anything new that goes well with what I am doing now?  You may get three (or even more) by adding one to one.
• Am I offering my best now?  Am I the cream in my industry/company?  How can I perform better and more? 
• Am I engaged in the right job / industry / relationship?  If not, change your target and you may find a blend new blue ocean.

Related posts:

• A Strategy For Happiness And Efficiency 
• Work Smart - And You Don’t Need To Work That Hard
• 12 Important Questions To Ask In Regard To Your Work 
• If You Are Reviewing Your Career, And Reckon You Can Do Better Than It Is…
• Say No To Say Yes (Why Setting Priorities Is Essential For Attaining Your Goal)

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