What is Cirque de Soleil\'s product and business strategy? Â Â Comment specifically on how the product and strategy provide a competitive advantage. Solution Business strategies used by the world-famous Cirque du Soleil to tap employee creativity can be used by businesses for the same purpose, a top member of that organization told an audience at Society for Human Resource Management (SHRM) 2008 Global Conference and Exposition. In 1984 a group of street performers banded together and formed the forerunner of Cirque du Soleil, Lyn Heward, the organization .