During one of the amazing acts, my wife turns to me to say how it's clear that the average person only develops a fraction of his or her physical capabilities. It made me think that the same applies to our intellectual capabilities... to our ability to learn and be open to new ideas.
Cirque do Soleil is a wonderful reminder that any category, no matter how well established, can be reconceptualized. In this case, morphing the traditional circus experience with elements of contemporary opera, broadway musical and rock concert. A few examples come to mind of other companies that have also borrowed lessons from other experiences to reconceptualize the businesses they operate in. Take W Hotels, that combine elements of the urban bar scene and the aesthetics of the fashion world to create a differentiated hotel experience. Or Virgin, that did the same to airport lounges. I'm sure there are valuable lessons for any marketer who works in service-related categories.