Innovation: What makes Cirque du Soleil unique is that it doesn't actually use animals in its shows. However, they offer a wide range of acrobatic and musical numbers, as well as performing arts. Therefore, they created a different definition of circus. The company is a lean organization: they cut high expenses for animal care and training (by omitting them) and focus not on the big name and expensive stars but on an excellent low-cost unit. Furthermore, the creative team is autonomous. In other words, team members can use their imaginations without interruptions or random changes. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay. For example, Sean Mckeown, its artistic director, said that Cirque du Soleil added theatrical elements and used the painterly style to show textures. The company welcomes ideas from a variety of resources not only from the creative team, but also from artists and behind-the-scenes staff around the world. Therefore, every year they organize a workshop so that employees can express their ideas freely. Additionally, the company collects feedback from temporary workers and innovators of new technologies. Data-driven approach: The moment they have a new show, the marketing team conducts a market study and identifies which topic or theme interests the audience the most. Next, the creative team creates a storyline using these results and decides what kind of scenarios and artists they should require. Furthermore, they have a comprehensive database that compiles the strengths and weaknesses of their artists. For regular circuses, if a troupe performed a show well, they would normally direct a new one using the same troupe. Instead, Cirque du Soleil will choose each artist based on the theme, plot and requirements indicated by the creative director through a global database. This ensures that the most suitable artists are chosen for each show. Furthermore, the company knows that the most relevant element in a show is the audience. The emotional attachment that performers create through their movements, facial expressions and connection with the music, atmosphere and lights can truly touch an audience. Please note: this is just an example. Get a custom paper from our expert writers now. Get a custom essay Leadership : Guy Laliberté, the creator of the company and current CEO, leads the team and sets minimum limits to fully exploit the potential, know-how and ideas of each employee. However, at the moment of decision, he becomes a demanding boss who demands high quality without the slightest mistake. The entire team works under pressure to meet requirements and pursue excellence. Furthermore, Laliberté, as a former artist, knows perfectly well how to attract the attention of viewers and intends to be as objective as possible while avoiding being involved in the creative team on a daily basis..