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Terms of Engagement, 2nd Edition by Richard Axelrod

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CHAPTER 8Create Communities for Action

In community, people do together what none of them could do alone.

Cirque du Soleil is a leader in its field and is a community at its core. W. Chan Kim and Renée Mauborgne, authors of Blue Ocean Strategy, identify Cirque as a Blue Ocean Strategy exemplar. Blue Ocean companies redefine their industry. In doing so, they make the competition irrelevant by changing the rules of the game (Kim and Mauborgne 2005).

What Cirque did was transform the circus by eliminating the most expensive parts of the show. No longer were there three rings and animals. Now there were acrobats, music, spectacular sets, and most importantly, the show.

A Cirque performance is a stunning artistic experience. If you have ever been ...

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