Blue Ocean Strategy
Why competing in crowded markets is a losing game — and how the most valuable companies create entirely new categories instead.
The circus industry was dying, acrobats and animals weren't enough. Companies lost money competing for the same shrinking audience. Cirque du Soleil asked differently. What if we stopped building a circus and started building art? They eliminated animals and stars. Instead, they hired opera singers and modern dancers. Ticket prices went from $30 to $90. The audience shifted from families to sophisticated adults, paying premium prices for art. Cirque created a new category between circus and theater. They didn't outcompete circuses. They built something circuses weren't competing for. $1 billion in annual revenue.
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