The Head of Cirque du Soleil on Creativity and Strategy

“Creativity has to be at the forefront because if you don't do that, then one day you will wake up and you will discover that your competitor has an edge on you,” says Cirque du Soleil executive vice chairman Daniel Lamarre. He explains why it’s important to stay true to your brand while experimenting with creative new ideas and how Cirque constantly analyzes audience feedback to measure the success of its creative experiments.