Blue Ocean Strategy Action #3: Raise

Yesterday we discussed the second Blue Ocean Strategy action, Reduce. Continuing in our series, today we focus on the third action:

Blue Ocean Strategy Action #3: Raise factors well above the industry’s standard so your customer won’t have to make compromises.

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.