Continuing with our Blue Ocean Strategy Wisdom series, our focus is the Four Actions Framework as seen through the example of Cirque du Soleil. Once featured, each entry is made accessible through the Blue Ocean Strategy Basics archive of this site. Having covered the first two actions, Eliminate and Reduce, we move to the third action, “Raise,” as depicted on pages 36 - 37 of the book Blue Ocean Strategy (co-authored by Professor W. Chan Kim and Professor Renée Mauborgne).
Cirque du Soleil kept and raised the physical structure of the traditional circus, so as to create a unique venue: It glamorized the tent, which many circuses had abandoned in favor of rented venues in major cities. Instead, realizing that the tent, more than anything else, captured the magic of the circus, Cirque designed this classic symbol with a grand external finish and a high level of audience comfort, and had it assembled at each venue of the tour.
[Image via Bag Snob.]