The document discusses a transformative experience at Cirque du Soleil's Varekai, highlighting its innovative approach that reinvigorated the circus industry. The author reflects on the importance of understanding customer needs and how Cirque du Soleil created a unique value proposition that resonated with audiences worldwide. This led to significant financial success and the emergence of customer evangelists who promote the brand and its performances.

1. Identity refreshment Value innovation and creating evangelists By Marieke Schoenmaker

2. Yesterday I had an other Cirque du Soleil experience

3. Deep within a forest, at the summit of a volcano, exists an extraordinary world A world where something else is possible. A world called Varekai .

4. It tributes to the nomadic soul of the universal wanderers and to the infinite passion of those whose quest takes them along the path that leads to Varekai .

5. Imagine … what this did to me

6. And imagine what you can learn from this experience …

7. It inspired me to think more innovatively

8. And with this insight I felt a peak experience

9. And I became an evangelist for the Cirques thinking, concept and performances

10. Once upon a time …. The circus industry was declining fast

11. That triggered the question … What are the unrecognized needs of our customers? Fun and Thrill Artistic richness

12. Followed by the question … What is the relevance of the business we are in? Irrelevant Relevant

13. And Cirque du Soleil started value innovation … Glamorized tent Enchanting clowns Artistic flair

14. Added noncircus values… A story line Musicians Dance

15. Cirque’s productions have been seen by almost forty million people in ninety cities around the world. In less than twenty years they achieved a level of revenues that has never been achieved by the former market leaders in the circus industry …. And now bring this concept in worldwide multiple productions www.cirquedusoleil.com

16. At the end they reinvented the circus industry

17. This was a story about how great companies create evangelists among their customers Please share with the community your experience with organizations where the blue ocean strategy already has done its work Contact us by giving your comments and learn from each other

18. Marieke Schoenmaker +31-622497148 www.slideshare.net /group/experience-innovation www.insightory.com www.experienceinnovation.blogspot.com www.linkedin.com/in/mariekeschoenmaker [email_address] Enjoy! “ Life is one big opportunity for growth” In collaboration with Inspired by the artist, my friends and the great thinkers in this world